Scholars apply the relationship metaphor as a default conceptual lens to understand commercial interactions. Yet whereas the relationship paradigm sheds light on how the socially embedded structure of these interactions impacts their outcomes, the relationship metaphor can also obscure scholarly understanding of business buyers' experiences. Results of an interpretive study drawing on depth interviews demonstrate that buyers' colloquial use of "relationship" language is ubiquitous. However, buyers' narratives reveal instrumentally saturated emic meanings and felt tensions for the notion of expressive relationships with suppliers, which manifest deep conceptual friction with the constellation of etic relationship properties and constructs used by scholars to explain business interactions. Using Bauman's sociological commentary on liquid modernity, analyses indicate that framing these interactions as "connections" is a more theoretically congruent lens for viewing buyers' experiences. Implications for understanding buyers' desire for relational bonds and recasting ironic "dark side" research findings offer challenges for relationship marketing research.If relational terms are being applied in a metaphorical sense, then at what point does the relationship "model" break-down? Alternatively, if respondents use relational terms simply in a non-thinking, imprecise manner, how can researchers measure relational phenomena which might not be relational? (Iacobucci and Ostrom 1996, 70) Christopher P. Blocker is assistant professor of marketing, Hankamer T he relationship metaphor is a dominant lens for viewing commercial interactions between buyers and sellers in consumer and business-to-business (B2B) contexts. Scholars consider relationships an essential structure of marketplace exchange, suggesting that one cannot view commercial interactions as anything but relational (Vargo and Lusch 2004). Typical uses of "relationship" connote personal bonds, mutual self-disclosure, and intimacy, which consumer researchers use to investigate how people consume brands, products, and services, as well as how their commercial interactions might serve social and psychological needs and self-identity projects (Fournier 1998;Price and Arnould 1999;Yim, Tse, and Chan 2008).The relationship metaphor is also a long-standing frame for business buyers' commercial interactions with suppliers, which can be frequent, prolonged, and go beyond "office walls" (Dwyer, Schurr, and Oh 1987;Geiger and Turley 2005). Scholars show how workplace interactions can reinforce self-identity projects (Ibarra 1999;Tian and Belk 2005) and promote emotional and physiological benefits (Heaphy and Dutton 2008;Spreitzer et al. 2005). These findings suggest that, similar to