For a long time, I've felt the most loyalty to people and businesses who know their limits. To those who know how to fail and how to apologize. John Hagel does a very good job analyzing the reason. I recommend reading the entire post.

Edge Perspectives: Resolving the Trust Paradox, 2011-Jun-27, by John Hagel

…what used to build trust, now erodes it.  Think about it.  In a more and more challenging world where we constantly confront situations that we never encountered before, what is our reaction when someone presents an image of great strength and complete control, with no weaknesses?  We don’t trust them.

…Within a short period in any conversation, a passionate person is sharing with others the problems that are keeping them up at night, the questions that they have not been able to answer. They share these problems and questions because they find them exciting, not something to hide, but something to share to see if they can get help in pursuing them. As a result, people who have the passion of the explorer are quick to build trust – they express vulnerability and make it safer for you to express your own vulnerability.