In a world where we constantly promote higher standards, the dive industry is too quick to accept minimums. Very often it’s not the end user who seeks the opportunity to reduce standards, but rather the training agencies that make short cutting decisions. Short cutting and “diving is so easy even your grandparents and children can do it” marketing strategies have drastically reduced the number of divers who actually dive. It is time for divers to take back the industry and make diving safer, more challenging, and exciting. We need to consider what can we do to take divers off the endangered list.