A recent article in the "Chronicle of Higher Education" by Brian Van Brunt (2012) and a follow-up article by M. David Rudd (2012) have raised questions for college and university mental health professionals. Van Brunt takes the position that college counselors should broaden their scope of care and work with more difficult students, no matter how risky, rather than giving them the "brushoff." Rudd strenuously disagrees, arguing that counseling centers need to provide effective care and treatment yet "embrace their limitations." In these divergent viewpoints the question of counseling centers' identity is fundamental: Who are they? Where are they going? In this article, the author argues that one area that defines who they are is their ability to determine what these limits are, what students' needs are, and how students' concerns impact their ability to function. Another important aspect of these questions involves their efforts to serve the entire college or university community. He says in answering the questions of who they are and where they are going, they must be clear and transparent with their campus communities. They are voluntary outpatient services and are the best people on campus for defining their missions and scope. They have the expertise to consider important factors such as how functionality impacts academic success. They know the importance of moving away from operating like private practices and toward serving their entire campuses.