Second, the markedly higher cure rates for hpvrelated tumours, and thus oropharyngeal cases in particular, have resulted in a shift from a concentration on survival to a concentration on quality of life and toxicity. Discussions about de-escalation of treatment for hpv-positive cases are now commonplace, and alternative, potentially less toxic, therapies including targeted agents and robotic surgery are being evaluated. Third, the realization that hpv-positive and hpvnegative head-and-neck cancer are essentially two different disease entities is accelerating the concept of "personalized medicine" in head-and-neck cancer, in which tumour and patient characteristics will be used to define individualized treatment regimens.Lastly, the realization that hpv infection is such an important causative agent in oropharyngeal cancer (in addition to cervical cancer) will have to inform the public health debate around vaccination programs, including the need for vaccinating men.The paper by Nichols et al. 11 in this issue of Current Oncology provides direct evidence of the increase in tonsillar cancers, and in hpv-positive cancers in particular, in a large Canadian academic health sciences centre over two decades (1993)(1994)(1995)(1996)(1997)(1998)(1999)(2000)(2001)(2002)(2003)(2004)(2005)(2006)(2007)(2008)(2009)(2010)(2011). Although the increase in oropharyngeal cancer in Canada has been reported using Canadian national cancer registry data 12,13 , population-based studies allow only for inferences about the influence of hpv on changes in incidence. Centres across Canada have now begun routine testing of head-and-neck cancers for hpv, but the paper by Nichols and colleagues provides case-by-case information about the contribution of hpv to the dramatic increase in the oropharyngeal cancer incidence seen in Canada since the early 1990s.The Nichols paper has limitations, as the authors indicate in their discussion. Cases were collected from a pathology database, the dynamics of which may have changed over time, and despite being in the database, a small number of cases were excluded because of tissue unavailability. A large number of other tonsillar cancer cases were excluded because Human papillomavirus (hpv) was first detected in head-and-neck cancers in the 1980s 1 . By 2001, Gillison and Shah-and others-had established clear evidence that hpv has a causal role in a significant subset of head-and-neck cancers 2 . Since then, it has become clear that hpv is associated primarily with oropharyngeal carcinomas, especially tonsillar cancers, and the proportion of oropharyngeal carcinomas considered to be associated with hpv has risen significantly 3 . Mounting evidence has also suggested that the cancers caused by hpv are substantially different in epidemiology, clinical behavior, response to treatment, and outcome than the typical smoking-related squamous-cell head-and-neck cancers treated previously. The hpv-related tumours, connected mostly to hpv-16 and -18, are seen in younger, healthier patients and usually in non-smok...