The narrative often given in the media is that capitalism is a “dog eat dog” world . From the consumer perspective it provides the worlds population a mass of choice and options everything from a plethora of flat panel TV , medicines and everything else that makes the modern world fantastic place to be – including this phone that has this WordPress app that I am writing with now. But if we look beneath the surface of the “cut throat competition” we see something else playing out, which is 100s of different actors exchaing value for value each to their own mutual advantage. Making both parties better off. The essay below describe just such a scenario.