So, what kind of opportunities are open to a startup to help rectify the problem?
I see an opportunity to build a JellyFish type of comparison sites for online drugs with a built-in reputation system for information revelation. It is also important to create a risk index for sites that have not been rated, similar to what Zillow has done for housing: creating liquidity in the market. Designing such a market driven incentive will be more productive than a top down approach IMHO. Besides doing good, there is of course the $75 billion market that you can tap into : )