What does it mean for you?
How should merchants improve the relationships with you so they are more transparent?

For me ordered by importance

1. Knowing that all the sales are tracked - technical problems announced ASAP, no leaking of sales via phone numbers etc.
2. Knowing that merchants will not work against affiliates - not learning how affiliates generate traffic and stealing their ideas, keywords , aff managers selling/misusing the data etc.
3. Knowing that merchants/aff networks are policing well spyware, cookie stuffing and dodgy affiliates
... can't think of more atm

For shoemoney its this - Is There Really a Need For Transparency In Affiliate Marketing? - ShoeMoney®