In this article, the author argues that American higher education is allowing itself to be held hostage by the rankings industry, which can lead institutions to consider actions harmful to the public interest and encourage the public's infatuation with celebrity at the expense of substance. Instead of sitting quietly by during the upcoming ratings season, presidents and trustees are asked to have a thoughtful discussion about the purpose, values, and ethics around institutional participation in commercial rankings and then take direct action to produce better information for consumers, taxpayers, and regulators. Some points for discussion are suggested.