Why study the genetics of addiction? Critics argue that it has modest benefit from a public health standpoint (e.g., ref. 185). They posit that (a) genetic variants, when and if they are discovered, have small effect sizes; (b) comparable environmental factors are easier to delineate and have stronger influence; and arguably (c) are more amenable to modification. These criticisms, by taking a short-sighted view, often obfuscate the true goal of genetic research—to provide improved therapeutic alternatives for individuals who, despite rigorous environmental modification (for example, increased taxation, reduced availability and even treatment) remain addicted to drugs. It is worth reiterating that the goal of genetic research into addiction is no different from that for Type 2 diabetes or cardiovascular disease and that addictions are also among the top contributors to preventable death worldwide. Perhaps this argues for an even more concentrated effort to understand the etiology of addiction.