Comments on an article by Rentfrow. The existence of real differences in personality-related characteristics across geographical regions is becoming increasingly clear. The current authors believe that the research reviewed by Rentfrow (September 2010) linking U.S. state averages of self-reported responses to personality surveys to a wide variety of other state-level variables makes the case for this broad general claim almost undeniable. However, many of the findings discussed by Rentfrow indicate some underappreciated complications in saying exactly how regions differ in their average personality characteristics. Here, the current authors suggest that average regional self-ratings are likely to be less accurate measures of regional personality for some traits than for others.