Is There Really a Need For Transparency In Affiliate Marketing?

Recently I keep hearing about "the need for transparency" in affiliate marketing. While it might sound good I wonder what exactly these companies are talking about. Thinking about it from a advertiser perspective I can't think this sounds to attractive... I mean you need to have an unknown margin. Lets be honest this is just not ever going to happen where its revealed exactly what the affiliate company is getting paid and paying and what affiliates are making. From a publisher perspective personally it somewhat bothers me thinking my data would be shown in conjunction with others to display average payouts... I mean most newbs who signup are not going to have a clue how to get those kind of CPC's. So its about as worthless as commission junctions "Bar" system. Or maybe I am just thinking about this all wrong. Maybe transparency refers more to the people behind the company and how they relate to their users. John Reese just did a really good post about this type of transparency called "Transparency is the future of Business". There is really only 1 affiliate marketing company doing this sort of transparency which is the pepperjamnetwork who do a weekly video with one of their team members. Whats your thoughts on transparency in affiliate marketing?