The dirty, 4 letter, "F" word in this language is not fuck.......fair is the dirty word.
A fair is a place you go to see quilts and cakes and tractors and hogs. YOu can eat grasy fried everything and watch a horse pull or a demo derby there sometimes too. If you live in the midwest you might even have a Combine Demo Derby!
Fair as a concept of equality is a cop out. It has no place in any business or even most other enterprises.