Over the decades, schools of higher education seem to evolve, or at least change. Colleges that in the 1970s had some moderate expectations for faculty research activity changed their names to universities, started doctoral programs, and now require faculty to produce “significant” research publications for tenure or promotions. Other schools moved from expecting minimal evidence of research to requiring publications in “major” journals. Where business faculty used to be professionally qualified by running consulting businesses, they now have to obtain doctorates and publish research work on a regular basis. Unasked is whether the proliferation of researchers and their output is desirable. In some ways, there is a potential value to have faculty doing research that isn't good enough to be published in Journal of Consumer Affairs. But to have that value, the faculty themselves must be wise enough to perceive it.