The recent release of The Orange Code -- a new book about ING Direct -- highlights the fact that not all giant banks are bad.

When ING first formed, they hosted focus groups to find out what people hated about their banks -- and they did the opposite. The first rule of ING's code of conduct is a simple concept: "We will tell the truth." Great businesses often start from this premise. Look at Costco, for example, which has "Obey the law" in its code of ethics.

This is not one of those banks that will give you a disclosure consisting of 4,000 pages of mice type. Clark recalls a TV story he shot where a team of lawyers were asked to vet credit card terms of disclosure from another bank. Even the lawyers were stumped by the convoluted language!

ING's business model is so different from the reality of modern banking where many banks are dead-set on deceiving you and cheating you. Mind you, not every big bank is out to get you, but that seems to be the general m.o. of many of them.

ING has $60 billion in deposits and serves 7 million Americans. When you get a mortgage through them, you get a rate upfront and usually pay a total of $800 in closing costs. That's it. Their banking and checking options come with very few fees and some of the highest interest rates in America.