Greater transparency is needed with regard to where the Bitcoins are being held, how they are being stored, the security procedures being taken, and perhaps use collateral so that if something does go wrong customers can get their money back.

I am conducting a poll on this same subject, anyone interested please take a moment to vote.

https://bitcointalk.org/index.php?topic=482452.msg5307384#msg5307384

My thread is on the subject of using collateral to prevent scams. As long as users can see how many Bitcoins are held in collateral then they can feel safe dealing with that company.

I'm sure there are many other technical solutions which won't require government intervention if we brainstorm.