This is a comment triggered by the language used in an update on UCSC’s strategic academic planning (EVC M. Tromp’s email of Dec. 1, 2017). Academic planning is a periodic necessity, given demographic changes, scientific evolution, political shifting background, institutional fatigue. No question about that. The language used in the present cyclical exercise is what interests me, specifically the use of the word community that appears at the top of the message, since it is addressed to the UC Santa Cruz community. I take the word “community” to echo a sense of common endeavor and real, practical sharing of work, risk, benefits, in an atmosphere of generous give and take, trust, peace, and respect. It is being used in that sense, I assume, but the insistence on deploying the word everywhere is a correlate of the disappearance at UCSC as elsewhere of the real good denoted by the word. It is now used in all communications because a university like UCSC has effectively become a competing institution of our capitalist world. Like all those other institutions, it still needs to squeeze references to old fashion values in the hope that some juice is left in them (for comparison, think of “fidelity” or “trust”). The logic of development of the school itself and the long-developing hostile political environment—diminished taxes for common, public goods—has done away with the values of “community.” Yet, in a magic gesture not all that appropriate for a scientific institution, it finds itself needing to reach out for the mythic charge of the word and hope for the best. I don’t think that the consultants hired to help with this year’s strategic planning can recharge words like “community” and resurrect its old entangled mojo. Whence then?