To counter Banaji and Crowder's (1989) claim that the naturalistic study of memory has not been productive, this reply cites four significant lines of research: Ross's (1989) theory of bias in recalling personal traits, Nelson's (1986) studies of children's event representations, Bahrick's (1984) long-term follow-up of school learning, and new work on "flashbulb memories" by Neisser and Harsch. Banaji and Crowder's analogy to chemistry is misleading: In biology, a more appropriate model, the importance of field studies is taken for granted. And not all the progress of the last 12 years has been on the ecological side; "traditional" memory research has now gone well beyond the limitations noted by Neisser (1978), and both approaches are now moving ahead together.