I saw this article posted on the NN/g website talking about a hierarchy of trust, similar to Maslow's pyramid of needs, in that basic needs have to be satisfied before higher levels of needs become relevant (e.g. you won't care about saving humanity if you are hungry to the point of starvation).
Thinking about the article and how the examples of satisfying basic levels of trust before building up higher levels of trust, I am wondering if this really applies to the way we are designing and building websites. It seems like these days people want to be able to sign up to an account using as little details as possible, and also to sign up using other accounts that they have already so I seem to see the behaviour of users as wanting to skip that interaction used to build trust and skip straight to some instant gratification by being able to access content as quickly as possible.
The question I would like to ask is: Is the way we are designing websites (and the way users behave) reflective of this model, or if we are actually skipping (or substituting) a few of the building blocks of trust it due to social networks and other ways of acquiring this trust?