"It's about Them" was introduced by David Hardesty to call attention to the central focus of effective public engagement. The seven-part test of engagement set forth by the Kellogg Commission is examined within the context of the cooperative extension system. The impacts of the changes that will shape American society in the early twenty-first century are considered. Current examples of extension programming that meet the seven-part test are presented. Finally, the appropriate application of the seven-part test to the four base program areas of extension is considered. Perceptions regarding what extension is are changing as extension moves toward transformational learning that is high in both content and process. Transformational learning that connects citizens to the resources of the total university will be the future for extension. Does extension have the ability to convert from the independent expert model to an interdependent engaged twenty-first century organization?