Is it true that you like the 9-boxes Business Model Canvas (BMC)? So did I. But then I've tried to use it in the practice of Strategy Management and I've realized that, for this purpose, it's rather useless, or even toxic. So, I went from liking it to a complete dislike, once the veil of widespread marveled adulation for the nine boxes has raised from my eyes. This article is about how did this happen and about how should the Business Model be presented, for using such representation as a Strategy tool.