This is an exciting time to study how different non-model species use common developmental genes to create such diversity in the plant world. In many cases researchers tend to identify, within newly available sequences, genes that putatively encode proteins similar to those genetically characterized in model species. A great toolbox of methods to study gene expression now exists, most of which can be outsourced: so, what is left is for researchers to choose and obtain the right samples and look at the correct genes. Samach focuses on the latter task and reminds us that it is not a trivial one, and that negligence can lead to publication of incorrect interpretations. A considered response is given by Muñoz-Fambuenaet al., whose paper (Annals of Botany 108: 511–519) is highlighted in Samach’s critique.