Is everything in a university for sale if the price is right? Since 1975, universities have been much more aggressive than they previously were in trying to make money from their research an educational activities. Many institutions have launched vigorous patent licensing programs, for-profit ventures in Internet education and a wide variety of other commercial initiatives. The author discusses why this trend has developed, what danger it poses for universities, and how academic leaders can act to limit the risk to their institutions. Contents: 1. The Roots of Commercialization. - 2. Avoiding Bias. - 3. Athletics. - 4. Scientific Research. - 5. Education. - 6. The Benefits and Costs of Commercialization. - 7. Reforming Athletics. - 8. Protecting the Integrity of Research. - 9. Preserving Educational Values. - 10. Living Up to the Rules. - 11. Seizing the Moment (HoF/text adopted).