The K-band Hubble diagram of Brightest Cluster Galaxies (BCGs) is presented for a large, X-ray selected cluster sample extending out to z = 0.8. The controversy over the degree of BCG evolution is shown to be due to sample selection, since the BCG luminosity depends upon the cluster environment. Selecting only the most X-ray luminous clusters produces a BCG sample which shows, under the assumption of an Einstein-de Sitter cosmology, significantly less mass growth than that predicted by current semi-analytic galaxy formation models, and significant evidence of any growth only if the dominant stellar population of the BCGs formed relatively recently (z <= 2.6).

Accepted for publication in ApJL. 4 pages including 4 figures, uses emulateapj.sty (included)