The FAIR acronym gains ever increasing traction in academia, industry, and public-private partnerships. Almost no grant proposal, project description, etc. comes nowadays without a reference to the FAIR guiding principles. In this talk, Robert will share his observations around the trend about FAIR and how FAIR is already taken up in pharmaceutical industry and in pre-competitive collaborative projects. He will give insight into patterns in the discussion with stakeholders when first approaching them about FAIR. The talk will discuss challenges when trying to implement changes like this, and how this topic is linked to (scientific) culture, incentives, the Open Science movement and the so-called reproducibility crisis. Finally, Robert hopes to discuss together with the participants already-available solutions to some of those aspects.