The Society provides a forum for executives to discover better ways to increase the visibility, transparency, and value of intangible assets. These assets comprise 70% of the average company's value. Coming off a year characterized by liquidity challenges, it is therefore heartening to know that Google searches for "Reputation" occur with a frequency comparable to searches for "Cash Flow." It is also encouraging to note that the volume of news articles on reputation continues to grow. Cutting to the chase, the Google Trends data suggest that stakeholders care. Better yet, res ipsa loquitur.