In this paper, the social issues of the contemporary concept of value chain that characterizes modern supply chain is criticized. A background on the current social issues in value chain is presented first and then followed by understanding some of the structural reasons behind such issues. The concept of the mainstream echelons versus sub-stream echelons is introduced to capture the real value creators in the value chain. Furthermore, a critique of the current smile-like value curve and sad-like social burden curve that characterizes the value distribution in the current supply chain are presented and illustrated with a case study. This work and the presented analysis should add to the discourse among supply chain community in order to bring about a novel and more just system that will realize the sustainability aspiration of the 21^st century.