When discussing communication for development, we tend to argue against the models based only on diffusion of media technologies. That is, in pursuing a critical approach to development practices, we tend to support participatory approaches to technology use and engagement. Yet, we leave development practice in the abstract. We stop short at revised theory, and consult with practice initiators who attempt to materialize the abstract. Even there, we treat attempts as cases, and recriticize to align with still revised theory. It's time the field of communication for development confessed its efforts to change market-based activities. It's also time that it confessed that power in the market is strong, and at most times, stronger than the power of discourse. Instead, the field of communication for development should hold strong to the assumptions that structuralist development practice has not worked. That's that. Why go further to assume that a new theory is needed, or...