Presidents, governing boards, and policy makers are preaching the gospel of revenue generation. It is not a new gospel. We have witnessed more than three decades of “academic capitalism” extensively promoted by revision of public law and aggressively pursued by institutions engaging in market-like behaviors. Colleges and universities have been increasingly applying market logic to academic decision making (about faculty productivity, program cuts, and what fields of research to invest in) and seeking to grant and fundraise their way up the rankings to some imagined place in the sun.