Virtual universities (VUs) were formed to open up access to higher education for new and existing students, and they continue to grow and thrive. They come in all sizes and organizational and business models, and most differ from their founding institutions. However, VUs face more rigorous requirements for accountability and reporting. Most of those who oversee virtual universities view these requirements as a way toward constant improvement. This article is based on interviews with leaders at the California Virtual Campus, Dallas County Community College District, Empire State College, Governors State, Pennsylvania State University World Campus, Rio Salado College, the Southern Regional Electronic Campus, the Sloan Consortium, and the University of Central Florida. All were asked the same open-ended questions in order to draw on their insights into how and why VUs have become an increasingly important part of public higher education. From the interviews, VU leaders stress the importance of strategic planning and understanding online learning as a business.