Helen, as a representative of one of the top camera sellers in the world, you have a bird's eye view of the marketplace. I'm a businessman, and one that has learned over the years that "price" always seems to be the lure. No one considers the reputation of the seller until it's too late. There's a big difference between a bargain and a deceptive price. Unfortunately, most people shop on price alone, and we can all blame the Internet for the explosion of unscrupulous vendors.
It takes years to build a good reputation, and your own company has a great reputation. It's too bad that most people, especially newbies, just do a random price search and jump at the lowest cost. Also, it's easy to simply stop selling under one name and change to another. Crooks are crooks!
Adorama and your competitor B&H are the top shelf companies in my opinion. If I'm going to buy a high-dollar item, those are my only choices. If you look across the messages on this forum, you'll see that is the feeling of seasoned and experienced people.
Now, how to train the unknowing (or seemingly uncaring) to actually THINK before clicking on "buy" is the problem! My basic rule is "if it sounds too good to be true it isn't". It's too bad that many people must learn the hard way...