The truth is some will use a forum like this to advertise. It's free and reaches alot of people. You can gain trust because you can represent yourself anyway you want. The same holds true in so many areas of media now days though. You have to really get to know the breeder. What are they doing to insure that they are breeding healthy, correct examples of the breed? Do you agree with the way that they house and socialize their dogs? Is this someone you can go to when you have questions down the road? These are questions that each consumer must ask themselves before they make such an important purchase. Education is the key in this area as well.