In this commentary, the author reviews in depth Roland S. Persson's (2012a) target article. According to him Persson (2012a) presents a convincing argument as he wove through examples and explanations. The idea of superculture connects well with the established neocolonial literature and the North-South/Centre-Periphery debate. From general to specific, Persson (2012a) moves on to the academic world and the discussion on methods and methodologies. He then addresses research agenda in relation to politics and funding, poverty, marginalisation and global superculture. He presents "culture-dependent" values or notions and explicates the need for addressing ethnocentric research practices. His observations are detailed and exhaustive. He provides recommendations and practical suggestions. In essence, he has raised a number of questions in relation to how researchers do research.