I'm a lot happier doing business with someone who has a name, online photo and location, who has lived at the same physical address for a number of years, is vouched for by reputable people, etc. — real world stuff. Basically someone you feel you can go and visit with a baseball bat if he rips you off (even if you would never actually do that). These factors don't mean that he couldn't skip town, but it is less likely than doing business with someone completely anonymous who could be living in Neverheardofitstan.