This chapter discusses the basic incentives that faculty, students, and administrators face, especially at so-called R1 (doctoral-granting with the highest research activity) universities. Different people have somewhat different motivations. Some are more driven by fame and prestige, some by money, some by intellectual curiosity, some by love, and others by a desire to push their ideology. Different institutions also structure their incentives somewhat differently. The university is a political environment where different groups and individuals compete for power and resources. Thus, it is not that the university is full of gremlins or beset by poltergeists, but that individual professors, students, and administrators face incentives that put them in conflict with the core values of the university.