The brand of architects is under siege. One tribal elder of EA, a recognized giant in the community, commented after hours at an industry gathering, "I am ashamed of what has happened to this profession." Architects, while some of the smartest and hardest-working people in the enterprise, are among the least understood and appreciated. The nature of the architecture exercise is not hero making. The payback from EA is not instantaneous. Architects must be smart and work in organizations that are smart -- not necessarily the norm. But there is hope.