In 2014, valuation professionals responding to an American Institute of CPAs (AICPA) survey identified a 30% rise in demand for fair value for financial reporting. Specifically, the survey highlighted both fair value and intangible assets as emerging issues. This comes as no surprise given an increasingly global market rife with corporate acquisitions beyond borders. Also reported was an increase in the prevalence of complex assets such as intellectual properties, whose values cannot be calculated with complete objectivity. The growing demand for fair value – coupled with the subjectivity of valuing entities and intangibles – carry with them an obligation for the profession to protect the public interest by lending clarity, consistency and transparency to fair value practices.