Attending scientific meetings is what gives a researcher's life that extra something. Some years ago, I joined a group of distinguished colleagues for an informal finish of an inspiring conference day at one of the past annual meetings of the International Society of Chemical Ecology (ISCE). We ate together and enjoyed discussions about the situation in our research field. At that time, the study of multitrophic insect-plant interactions was booming after the pioneering findings that plants under herbivore attack combat their plagues by activating direct defenses and attracting natural enemies. Not an easy time for pheromone researchers as illustrated by the statement made by one of the names at our table: "Today, pheromone research is nothing to write home about anymore." This was a harsh statement arousing my opposition, but I wasn't sure whether my defensive arguments convinced my opinionated counterpart; I was still at an early stage of my scientific career. In 2014, the Journal of Chemical Ecology, beyond doubt one of the most important forums for the publication of pheromone-related research, celebrates its 40th anniversary, presenting me a good opportunity to provide some topical counter-arguments.In the early years of chemoecological research, identification of the first lepidopteran sex pheromones raised hopes that pheromones and other semiochemicals might revolutionize pest control, and early chemoecologists hoped that pheromones might even replace pesticides in the long run. Today, it is clear that this optimism was somewhat premature, because catching or disorientating insects does not necessarily result in the regulation of their populations, nor the protection of plants and agricultural products, respectively. However, a recent review by Witzgall et al. (2010) published in this journal compiled numerous examples demonstrating that semiochemical-based pest control is working in principle. Apart from this, pheromones offer hitherto underestimated possibilities that can be applied in nature conservation. Rare species, for instance, can be monitored by pheromone traps, and cryptic species can be detected by analyzing their pheromone composition. Therefore, studies that identify novel natural products and test their applicability in environmentally sound pest control and nature conservation will remain important future tasks of chemoecologists. The contribution of applied pheromone research to the sustainable use of ecosystem services is not the least strong argument when communicating chemoecological research to funding agencies and the general public.Modern pheromone research, however, is much more than asking what pheromones are composed of and how we can exploit them to control insect pests. Pheromone research has drastically broadened its scope, and apart from the obvious proximate questions it has been shown that pheromones possess an enormous potential for studying evolutionary questions concerning intraspecific communication (Smadja and Butlin 2009). Pheromones are intraspecific chemical signals...