This article discusses the role of university academics as researchers. In present-day society which touts instant gratification, the primary role of a university is being undermined. In Malaysia, academics no longer teach and research as they please but are 'guided' by government agencies and influenced by the priorities of funding agencies. One of the components of academic freedom is the freedom to publish. Academics publish research that pushes the boundaries of knowledge. They choose journals in which their articles will be peer-reviewed, published and read by the communities of interest. However, lately many academics tend to publish in journals based on rankings, in journals reputed to have higher impact than others. Often young academics are puzzled whether they should publish where it matters or where it would quickly boost the key performance indicators (KPIs) set by the university. This article highlights some of these struggles in modern academia and exposes several examples of academic misconduct.