The time has come for the profession of radiology to embrace a label it has been furiously trying to beat back for years: commoditization. The battle against those who wield it as a pejorative is not just futile, it's also counterproductive.

When ACR's Radiology Leadership Institute honored Leonard Berlin, MD, with a 2015 Leadership Luminary Award this past August, some may have assumed Berlin was getting ready to take a bow and move on toward retirement.