"I want a MOOC"

How many university boards are like this guy when you replace "iPad app" by "MOOC"?

Client: "I want an iPad app."
Designer: "For what purpose?"
Client: "I don't know, I just want an iPad app."
Source: Clients From Hell

Don't get me wrong here. Some MOOCs are great. I recently discovered two great online courses on Real Analysis, and I'm currently going through Tom Sargent's and John Stachurski's online course on Quantitative Economics in Python. But the question why you want a MOOC, for whom it should be made, and to what purpose, should always be asked.