Becker (1967) poses the question "Whose side are we on?," a question which has become an enduring part of discussions within social scientific methodology. This paper explores the key issues in Becker's argument and considers its relevance to researchers today, locating this within a consideration of evaluation-based research and policy. Many of the issues Becker discusses remain relevant, yet what has changed radically is the context within which academics operate. In an era when academics and their research are becoming increasingly commodified, this paper contends that the question of who the academic serves and writes for is increasingly important.