Over the past few years there has been incessant talk about university marketing to increase enrollment. There is more competition to be sure. Research university presidents refer to regional universities and community colleges as competition. What a regrettable and ill-informed mindset. Mix in the online for-profits and the equation gets even more complex for the convenience they provide with asynchronous learning opportunity. Marketing strategies can never surpass teaching excellence as evidenced by faculty passion, no matter how thin the briefcase of the consultant, hourly rates, or impressive client lists.