We present a modelling perspective on quantifying metrics of bio-uptake of organic chemicals in fish. The models can be in concentration, partition ratio, rate constant (CKk) format or fugacity, Z and D value (fZD) format that are shown to be exactly equivalent, each having it merits. For most purposes a simple, parameter-parsimonious one compartment steady-state model containing some 13 parameters is adequate for obtaining an appreciation of the uptake equilibria and kinetics for scientific and regulatory purposes. Such a model is first applied to the bioaccumulation of a series of hypothetical, non-biotransforming chemicals with log K (octanol-water partition ratio) values of 4 to 8 in 10 g fish ranging in lipid contents to deduce wet-weight and lipid normalized concentrations, bioaccumulation and biomagnification factors. The sensitivity of biomagnification factors to relative lipid contents is discussed. Second, a hypothetical 5 species linear food chain is simulated to evaluate trophic magnification factors (TMFs) showing the critical roles of K and biotransformation rate. It is shown that lipid normalization of concentrations is most insightful for less hydrophobic chemicals (log K < 5) when bio-uptake is largely controlled by respiratory intake and equilibrium (equi-fugacity) is approached. For more hydrophobic chemicals when dietary uptake kinetics dominate, wet weight concentrations and BMFs are more insightful. Finally, a preferred strategy is proposed to advance the science of bioaccumulation using a combination of well-designed ecosystem monitoring, laboratory determinations and modelling to confirm that the perceived state of the science contained in the models is consistent with observations.