This document discusses open online courses (OOCs) as an alternative to massive open online courses (MOOCs). It argues that OOCs can better fulfill universities' social and educational missions by improving the global learner experience through open academic practices like expert participation, distributed collaboration, and flipped teaching. Developing OOCs could showcase universities' expertise, increase their reach and reputation, better serve existing clients, and attract new clients or revenue. However, MOOCs are rapidly hybridizing in various forms, and universities risk developing "cowboy economics" models that focus on monetization over education if they are not careful.