At the ESOMAR Qual conference in Marrakesh two weeks ago, I was struck by a subtle, but striking, evolution that seems to have taken place. I've attended three out of the last four ESOMAR Qual conferences and when I started back in 2006, online was a novel thing. So novel that it seemed that people felt that it was a method in itself. So many presentations made "we did it online" as their major point. This year in Marrakesh, things were subtly different. Online was present in nearly every presentation. Yet, researchers were not really calling attention to it. It was almost a matter-of-fact - "we did this bit via online, but the big thing is what we did methodologically." It seems that now that online is becoming mainstream, researchers are starting to treat online for what it really is: a medium that supports many qualitative methods and provides an amazing reach into people's lives. This is a good thing. We are making progress.