As usual, "U.S. News & World Report's" annual college rankings offered a heavy dose of deja vu when they arrived last August. In this article, the author discusses the response rate to the magazine's controversial reputational survey. The overall response rate plunged to its lowest level ever, a possible sign that organized criticism of the rankings has sunk in. Some college presidents have publicly renounced the rankings and vowed to stop touting them in their promotional materials. In September dozens of higher-education officials plan to meet at Yale to discuss plans for an alternative to so-called commercial rankings that would provide "educationally relevant" data about colleges and universities. Rankings use a rigid formula, which can be highly misleading, but they currently fill a vacuum. It is true that the "U.S. News" rankings are Coke in a world without Pepsi. That is unlikely to change. One reason is that many presidents and admissions deans continue to support the survey, or at least tolerate it. Despite the passionate rebukes of rankings from some presidents, plenty of others believe academe has far bigger problems than top-50 lists.