Central to the tension between the industry and the gambling research field is that minimizing the spread of gambling (or gambling-like activities such as DFS) is a threat to profitability. While it may not play well for gambling corporations to say as much, it is reasonable to assume that business sustainability rests on performance improvement and growth. With gambling, both the financial profits and the behavior itself are potentially addictive, and the gambling sector is, to some extent, dependent on those addicted to its products. However uncomfortable it may be, addressing a primary tension in the field, is a critical starting point. Marketing, public policy, and moral courage—important themes of this year’s conference—all play instrumental roles in resolving this tension.