Ito calculus has been generalized in white noise analysis and in quantum stochastic calculus. Quantum white noise calculus is a third generalization, unifying the two above mentioned ones and bringing some unexpected insight into some old problems studied in different fields, such as the renormalization problem in physics and the representation theory of Lie algebras. The present paper is an attempt to explain the motivations of these extensions with emphasis on open challenges. The last section includes a result obtained after the Abel Symposium. Namely that, after introducing a new renormalization technique, the RHPWN Lie algebra includes (in fact we will prove elsewhere that this inclusion is an identification) a second quantized version of the extended Virasoro algebra, i.e. the Virasoro-Zamolodchikov *-Lie algebra w(infinity), which has been widely studied in string theory and in conformal field theory.