Event dissemination in large scale dynamic systems is typically claimed to be best achieved using decentralized peer-to-peer architectures. The rationale is to have every participant in the system act both as a client (information consumer) and as a server (information dissemination enabler), thus, precluding specific brokers which would prevent scalability and fault-tolerance. We argue that, for such decentralized architectures to be really meaningful, participants should serve the system as much as they benefit from it. That is, the system should be fair in the sense that the extend to which a participant acts as a server should depend on the extend to which it has the opportunity to act as a client. This is particularly crucial in selective information dissemination schemes where clients are not all interested in the same information. In this position paper, we discuss what a notion of fairness could look like, explain why current architectures are not fair, and raise several challenges towards achieving fairness.