We cannot properly design and build banking regulation, or run it well if you do not have a clear idea of what a bank is and what it is for. However, it is precisely this criticism has formulated the Managing General of the Financial Services Authority (FSA) September 5, 2012: the banks do not know who they are, what they serve. Indeed, the regulator imputes many dysfunctional banking system and financial banking to agents that behave like ordinary product vendors, products which are financial products, in exchange for which they receive a commission. In contrary, the regulator believes that the bank does not have a sales business but a service activity: that of serving the interests of his client. It was forgotten, he said, and the cause for many ills.