Buyers benefit. Escrow.com tracks the shipped merchandise and verifies it was delivered. The Seller isn't paid until the Buyer accepts the merchandise, or the inspection period expires. Sellers benefit. Escrow.com confirms when the Buyer receives merchandise.
But I have developed views on them. In my opinion, Rukia and Ichigo's relationship is very...complex. I don't view them as just close friends, but I can't view them in any sort of romance dynamic either. In my opinion, Rukia has a love for Ichigo. And Ichigo has a love for Rukia.
Hollow Ichigo has declared Ichigo is the king of the inner world, and he is the horse. He wishes to take the crown from Ichigo so he can have control over his body and become the dominant personality.