Ontario's Quality Assurance Framework (QAF) is reviewed and found not to meet all five criteria proposed for a strong quality assurance system focused on student learning. The QAF requires a statement of student learning outcomes and a method and means of assessing those outcomes, but it does not require that data on achievement of intended learning outcomes be collected, analyzed and used for continuous program improvement. By failing to be a strong framework for quality assurance, it cannot be used to demonstrate that institutions of higher education in Ontario have achieved high quality, in the "fitness-for-purpose" sense of that concept. As a result, the QAF assures only a "shooting the moon" version of quality, where having a target (the moon), aimed at carefully in a standardized way, is treated as proxy for actually hitting the target (learning outcomes).