This essay compares the narratives that have emerged in recent years to describe the higher education enterprise with the narratives used to describe student affairs' endeavors. I posit that the way in which student affairs professionals present their agenda is out of sync with the market-driven culture of the academy. The seven "Principles of Good Practice" are used to illustrate the incongruence between student affairs and academic affairs narratives on campus. I offer ways that those "Principles" can be recast to be more closely aligned with the new academic marketplace.