In this paper we present the Believable Negotiator - the formalism behind a Web business negotiation technology that treats relationships as a commodity. It supports relationship building, maintaining, evolving, and passing to other agents, and utilises such relationships in agent interaction. The Believable Negotiator also takes in account the "relationship gossip" - the information, supplied by its information providing agents, about the position of respective agents in their networks of relationships beyond the trading space. It is embodied in a 3D web space, that is translated to different virtual worlds platforms, enabling the creation of an integrated 3D trading space, geared for Web 3.0.
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