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The Librarian Has Left the Building—But To Where?

SUMMARY This paper applauds the recent growth of virtual point-of-need reference services in libraries as a step in the direction of paying attention to users who, now that they have handy commercial alternatives, won't ask a question at the physical reference desk from within the library building or no longer come into the building. However, like the “horseless carriage” analogy, we seem to be using the new technology to maintain the status quo. The author argues for regarding virtual reference service as a starting point to transform ready reference services altogether, raising libraries and librarians to a new level of importance within their communities.