In contrast, there are touch-and-go relationships all the time, like at convenience stores. You can't have the exchange without being present for the entire transaction, because neither party trusts the other.
The buyer pays the vendor via an, initially, unsigned multisig 2-of-3 transaction, and the goods are sent when the buyer, the vendor and the escrow service each hold a copy. When the buyer receives the items, he signs the transaction and sends it to the vendor, who signs it and it's valid.
If a dispute occurs, the escrow service will have to decide the case, and side with whichever party it finds most credible. A reputation system for escrow services will be as important as one for vendors, as far as I can see, and they need to be compensated for their service, of course.