This article was created as a response to Dhawal Shah in EdSurge on A Proposal to Put the 'M' Back in MOOC. I actually typed the article into the comment form on the article, but it only allows posts from people who are logged into Facebook, which I refuse to do. It talks about the model we had in mind when we created the first MOOC, how it was broken by the xMOOC, how the xMOOC misunderstands the value proposition of a university, and how I would design business model of the MOOC model according to a deeper value proposition.