The discourse of this paper is that we can only achieve good quality (and therefore good business) through critique by taking a step back, looking at history and understanding why research and the web exist in the first place. We have to stop just talking to ourselves and maintain relevance to our end clients and also to our respondents. Let's not forget them in all of this! Only once we remain true to these points can we once again find definitions of good quality. Once we accept this line of argument we are in a strong position to not only capture the present but also anticipate the future and what this means for us all. And that is surely what our end clients want from us above all.