In their review of validity of the Implicit Association Test and affective priming, J. De Houwer, S. Teige-Mocigemba, A. Spruyt, and A. Moors identified validity with establishment of "basic theoretical understanding" of the measures. It is agreed that theoretical understanding has an important role in making measures more valid and useful. Nevertheless, the authors conclude that scientific advancement will more often be well served by prioritizing pragmatic goals of establishing the predictive validity of the measures and their adequate sensitivity to individual differences. (Contains 1 footnote.)