Moshenska’s forum article is a welcome tough new approach to public archaeology, which has an unfortunate tendency to be seen as inherently ‘fluffy’ by both practitioners and the ‘public’ alike. Hard thinking and any writing about the economics of archaeology are rare enough (although see Aitchison 2009 as an important recent example); specifically on public archaeology these outputs are virtually unprecedented. Moshenska’s model is a good starting point for thinking about the ‘economics’ of archaeology in general, as both he and as the first forum discussant have both highlighted (see Burtenshaw 2009).