The recent Chronicle of Higher Education/Deloitte report, “The College Business Model in a Crisis,” rekindled my concerns about the ultimate purposes of our enterprise and how these purposes can more effectively guide planning and operational decision-making. The questions are no longer hypothetical, if indeed they ever were. Will problem-solving triggered by the hyper-disruptive COVID-19 event reaffirm core academic values or will it spawn new business models that, over time, will undermine them?