There have been a number of articles describing the desire, by the system dynamics computer modeling community, to establish a common model exchange language (XL) for system dynamics models. Contrary to the seeming increase in the common good resulting from such an exchange language, as of today, none of the major vendors has stepped forward to implement this exchange language. We propose to demonstrate, within a strategy framework, the consequences of implementing the XL and the reasons why the apparent disinterest shown by the software community in the XL is intrinsic to markets of this type.