Usually, my reasoning behind sharing unique insights is as follows.
Easy to copy business models don’t allow for the business owners to share all their know-how. Reason why? With that know-how, everybody can replicate that business model in a matter of days.
On the other hand, a business model that is hard to copy allows the business owners to share their unique insights. Years of development, an expensive production process, or validation trials could make the business model hard to replicate. From that point of view, owners could share their know-how, even evangelize through thought-leadership.
The caveat is as follows. If the party on the other end of the table has virtually unlimited funds and resources, sharing unique insights is always a risk. Regardless of the complexity of the business model and its ease to copy.