It's time to profoundly reinvent the profession of Customer Support. From the beginning of the technology industry to the present time, Support has been the Department of Break/Fix; “when something breaks, we fix it.” As such, the “profession” offers no real economic value to anyone; it never has. What's worse, as we move deeper into the gathering recession and farther into the rapidly unfolding SaaS era, Support as it is currently defined has no future. There are two paths that lead away from this point. One is downward into obscurity, obsolescence and ultimately extinction. The other is towards an authentic profession based on the exchange of true economic value.