Lots of things have dark sides: moons, planets, asteroids, or anything that has a surface on which light is shone. It is also a broad categorization of the evil side of things as it was portrayed in the Star Wars movies. It is also the way the the world of business is labeled by a subset of educational thinkers. It arises from the view that schools should be places that are free of the intrusion of people trying to sell things. Leaving aside the contradictions in such a stance, and, ultimately the silliness of trying to maintain such a position, characterizing business as the dark side of things serves the useful purpose of pointing to how blinkered thinking in education can become1.