In this commentary, Mijke Rhemtulla, Riet van Bork, and Denny Borsboom write that they were delighted to see Bainter and Bollen's paper as a focus article in "Measurement." In their view, psychological researchers who use SEM rely too reflexively on reflective measurement, without sufficiently considering whether their indicators are likely to be caused by the latent construct. When causality flows from indicators to the construct, fitting a reflective model will result in model misfit, misspecification, incorrect parameter estimates, and fruitless discussion about the underlying factor structure of a questionnaire. They posit here that this is a topic that requires greater awareness.