Even more than the easier problem of remembering faces and matching them to favors, the ability of both parties to agree with sufficient accuracy on an estimate of the value of a favor in the first place is probably the main barrier to reciprocal altruism among animals. It is also likely the most important barrier to exchange among humans. Many kinds of exchange, probably many more than most economists perceive, are rendered infeasible by the inability of one or both parties to the exchange to estimate its value.
the ability of both parties to agree with sufficient accuracy on an estimate of the value
This seems like anthropomorphic pessimism.
See: http://en.wikipedia.org/wiki/Stotting#Purpose, http://en.wikipedia.org/wiki/Signalling_theory, http://www.cracked.com/article_19456_8-things-you-wont-believe-plants-do-when-no-ones-looking_p2.html (especially #1) and http://lesswrong.com/lw/st/anthropomorphic_optimism/.
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