People's varied views of service come to the fore when they evaluate one another's work, most notably in promotion and tenure reviews. Those who have worked on such reviews may have observed the differences among their colleagues' service contributions. One faculty member may have served on an editorial board and evaluated grant proposals. Perhaps another did committee work and served as a program director, while a third was involved with outreach and bridge programs for minority students. Each of these service activities involves different collaborators and purposes, though people rarely have the time to pause and reflect on the differences in how their work serves their disciplines, their institutions, and the broader public. These differences have become more important as they have been pressed to account for their contributions in terms that make sense in the prevailing service economy. The author argues the need to reassess where, how, and whom one serves.