This chapter examines the Higher Education (HE) ecosystem and the unintended negative consequences of importing market practices from business in the mistaken belief that they will similarly improve HE efficiency. This is often described as so-called ‘marketization’ which can result in negative consequences when applied to essential public services such as Healthcare or Education. We argue that an element or actor essential to one ecosystem may not function in the same way in another one, because each ecosystem has unique characteristics leading to different dynamics. Marketization in HE is considered an ecosystem polluting element implying the consideration of students as customers what involves serious consequences for society development that are addressed here. We explain and apply the concept of Value Depletion Circle (VDC) to analyse the detrimental effects of marketization in HE and show how the Service Dominant Logic approach could counteract the VDC or mitigate its negative consequences.