On Wednesday, the Dow crept over 10,000 for the first time in more than a year. That same day, JP Morgan Chase announced a third-quarter profit of $3.6 billion. And Goldman Sachs, which received a taxpayer bailout last year, is on track to pay out record bonuses this year. It's like déjà vu all over again.

Yet despite some signs of economic improvement, one thing has remained the same: consumer skepticism. Big business still has a serious trust issue to ...