When a new service is introduced, it certainly doesn't have the best reputation, but it's possible to build one over time. You and I all know that every new service is the same, but it's certainly not easy and takes time to build a good reputation and be trusted by everyone. Everyone should be careful, especially when it comes to their money. When they trust their bitcoin to a third party, there are risks they need to consider. One thing to always remember: "not your keys, not your bitcoin."