Published in BMJ, the following commentary discusses the moral and professional role of physicians. Is the duty to please or to provide informed, professional advice in good faith? The privilege of aforementioned professionalism is one imparted to a physician by society and the preparation is in the compassion, dedication, and education. The irreducible core value, Colman points out, is that the physician cares for the well-being of his or her patients. Management and professional practices emphasize process and productivity pose a risk to that responsibility, potentially leading to disillusionment and loss of morale.