The PubMed data showing an exponential increase in published papers on gene-environment interaction suggest that that day has arrived. This has been facilitated by the rapid advances that have taken place in the field of genetics, making the incorporation of genetic components into traditional psychological studies a relatively easy and inexpensive endeavor. But with this surge of interest in gene-environment interaction, a number of new complications have emerged, and the study of gene-environment interaction faces new challenges, including a recent backlash against studying gene-environment interaction (Risch et al. 2009). Addressing these challenges will be critical to moving research on gene-environment interaction forward in a productive way.