In this article, I critique the labels and terms used to frame practices aimed at closing the achievement gap. I examine how an unacknowledged "achievement gap Discourse" has emerged from the language that informs practices and policies of contemporary school reform. I use Gee's uppercase "Discourse" and a cultural analytic framework to critique what I refer to as the achievement gap "Discourse." I challenge educational stakeholders to rethink (a) student comparisons, (b) teacher and student assessments, (c) labels, (d) community input and involvement, and (e) the collective commitment to public schooling as an institution.