This is pretty cool from a couple angles. I think we all suspected honesty and openness would lead to better business relationships - it's neat to see that it's actually a financially smart to be honest. I suspect the next generation that is far more used to open dialog will expect even more public information than the current.
It's also interesting to understand a bit more why people want more information. Why would you be so open and public? How is it beneficial? Because it's an exchange. If your not open and I am, I don't trust you...
This article from wired has some good insights.
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