This document discusses making online business models more transparent and fair. It notes that while the online world creates new value and businesses, questions who generates this value and who profits from it. As an example, it examines FAO's AGRIS data ecosystem and whether it is transparent to members about how data is used. It proposes ideas like getting explicit permission from data providers and offering micro-payments or credits in return to make the business model more fair. The overall message is that online businesses are not bad, but the way they make money from others' information should be transparent and fair.