ISM last wrote about the motivations that parents and children have for entering and staying at a school in 1994. The original research was done over 30 years ago—it doesn’t seem to have changed in essence, although some nuances are becoming evident. Every year, we interview hundreds of parents and students face-to-face and almost always ask them questions about their motivation to attend a school, their motivation for staying, and what has the most impact on them. Our 2010 parent survey (with an n = 14,207) shows that 42.13% of our parents earn over $175,000 annually; 35.8% earn between $75,000 and $125,000; and 14.06% earn less than $75,000. Across all socio-economic bands, the answers to those questions are strikingly similar and can almost be scripted.