I completely agree but you have to understand also, that at this moment in BTC world evolution, only the exchanges have the power to turn this ship in right direction.

I recall when I asked someone to describe their business in simple structure of a business model. You are right, it was epic fail by the issuer. He had no idea what he was really offering, why was he offering this and whom was actually hes client.  This is where we are at the moment.

Yes, those are just tools to describe something. Idea is to have those descriptions organized (standardized, if you may) so it's easy to compare and evaluate. This also what fin. reports are for.

I still believe, exchanges like btct and bt can get this ball rolling and rest will follow.