_This is an important time in the history of behavior analysis. We have the research and understanding to contribute to society in ways that are at the heart of societal interests. Lerman and Vorndran offer one more example of how our theory, science, and technology can be relevant. They offer an elegant foundation for moving forward. If we move forward with clear consideration of ethical as well as technical concerns, if we move forward by addressing comprehensive as well as narrow intervention needs, and if we move forward with conceptual clarity, we have the opportunity to both meet the challenge Lerman and Vorndran offer and articulate the value of behavior analysis for society.