Over a period of time, the language of aid has become increasingly ‘marketized’. The challenge, therefore, is to look at aid purely from the agenda laid out by the recipient seeking aid. While issues of measurability and efficiency are important, we need to ask whether there is too much pressure on the immediate, thereby, sacrificing the long-term view that might be more complex to articulate and even more complex to measure. The instrumentality of structuring aid should be informed by the complexity of the issue addressed and the impact horizons.