The increasing attention to healthcare-associated infections is essential and long overdue. The authors of the lead article point out that standardization is a key dimension of quality. We, as healthcare providers, must leave behind the historical approach of "accommodating" broad clinical variation in practice, tolerance of low compliance in applying clear evidence that enhances outcome, and accommodating intransigent, colleagues who reject infection control practices. We know from the behavioural literature that unless an issue affects "me," buy-in is significantly limited; clearly, we must help each person in the chain of care feel an impact. There is much we can do, and each of us must demand change.