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The move by many universities around the world to adopt massive open on-line courses (MOOCs) is a phenomenon driven by demand as well as the opportunities borne of current and future electronic learning methods. However, is the imperative simply to adopt improved learning opportunities (greater effectiveness) or is it a cynical and cheaper way of delivering education to the masses (greater efficiency)? MOOCs are on-line platforms that deliver courses to anyone, anywhere in the world, (and so far, for free). Moreover, they are delivered by the world's best professors from the world's best in subjects ranging from philosophy to physics, accountancy to theology, languages to engineering. Whatever the general opinion of MOOCs, it is unquestionably taking higher education around the world by storm. Why are MOOCs being embraced by so many universities; is there a problem with the current system? If so, how do we know if our current higher education systems are suitable or not for society’s needs - what are the educational objectives; and what are the criteria for success or failure? Moreover, who are the customers: is it individuals, employers, society, or all the above? What are the critical success factors and measures of performance?