Trust is something that takes a long time to get in this world. It can take months to gain trust from players, but it can also be completely gone within days. On the forum it is useful for people to give their opinion about the reputation of a site, it is very useful. Being active on the forum and paying players is the best way to keep your reputation high.
The forum is really helpful, especially for those bookies that are new and want to gain the trust of the community. They can hire someone who's really reputable that can help them bring their reputation goes up. That's the usual strategy of the newer ones as they don't just go without any strategic plan on how they're going to introduce themselves in the market that they're going to dwell in for a long time.