The fundamental shift is that more and more businesses are exploiting consumer trust. The shift to online makes it easier. In face to face transactions, the emotional and psychological makeup of a business's sales staff bound what is practical at scale...it's hard to hire a lot of psychopaths into low wage high turnover jobs. The low wages make it hard for people to rationalize continuously taking advantage of trusting individuals, a business really needs high ticket goods and commissions to make it work (e.g. car sales). With automated online transactions there are no ordinary staff who might loose sleep at night over abusing trust.