This paper offers an alternative proposition to that of Lewis on identity and professional identity in higher education (HE). The proposition is provided from the narratives of 26 individual interviewees who deliver HE in college-based higher education, a viewpoint not considered by Lewis, who tends to adopt a more generalist view. Where Lewis blames the demise of HE on academics, the alternative is considered where it is the managerialist and marketisation practiced by managers and administrators alike that may be the cause of this demise, introducing what is often referred to as the "McDonaldization of HE". The paper considers Lewis' views that the Association of University Administrators should have more power and take the lead on managing academics and HE, but finds the arguments both weak and tentative; subsequently one argues that the subjects Lewis discusses are "wicked problems" with little or no real opportunity for resolution.