Corporate America has contributed to the commercialization of higher education through the privatization of college bookstores by athletic apparel companies and private businesses. The decreasing number of independent college bookstores is a direct result of it, and it puts their educational mission and student-first approach in jeopardy. But independent college bookstores should not have to be outsourced and prioritize profit in order to succeed. Branded merchandise and marketplace competition have their place in the college bookstore--they financially benefit institutions and help prevent a bookstore monopolization. David Paul Morales Carrera examines why American higher education institutions must pay special attention to the importance of a quality, mission-driven college bookstore that prioritizes student success over profit.