  Intermediaries, like real estate agents, Consumer Reports, and Zagats, have
long helped buyers to identify their most suitable options. Now, the
combination of databases and the Internet enables them to serve consumers
dramatically more effectively. This article begins by offering a three-part
framework for understanding the evolving forms of selection assistance. It then
focuses on numerous potential obstacles that could prevent shoppers from
enjoying the full benefits of these developing technologies. While concluding
that adjustments to business strategies and the enforcement of existing laws
can effectively overcome most of these impediments, the article identifies
several areas where proactive government action may be desirable, such as to
prevent the emergence of anticompetitive entry barriers.
