When the Student Doctor Network (SDN) recently interviewed the past-president of the American Academy of Audiology, Alison Grimes (Au.D.), I was taken aback by the response she gave to the question where do you see audiology in ten years? She replied, I think we are at a crossroads. As long as the primary driver of profitability in private practice is the sale of hearing aids, we are headed for a cliff. Perhaps Dr. Grimes was being slightly dramatic, but it seems obvious that the hearing aid market will continue to move online as more people purchase hearing aids on the internet. Recently, when Dr. Gregory Frazer (Au.D.) was asked the same question by the SDN, he said, I see private practice audiology ending and audiology being controlled by large corporations or insurance companies or ACOs. My question is will audiology continue to be a lucrative field if online hearing aid sales become the norm and what does it mean for our profession if private practice audiology ceases to exist? More importantly, should I be worried about pursuing a degree in a field thats slowly losing its primary means of profitability?