Making a Fair Gfx Benchmarking Utility?

Moggie68 asks: "Always when the big two release new GPU's and graphics cards that reach astounding heights with their benchmark scores, the same heated debate about unfair benchmarking utilities rises again. But what about the flipside of the coin? Would it really be that easy to construct a fair benchmarking utility for GPU's and graphics cards? What facts need to be considered? What problems solved?"