Reis, Maniaci, Caprariello, Eastwick, and Finkel (2011) conducted 2 studies that demonstrate that in certain cases, familiarity can lead to liking-in seeming contrast to the results of our earlier article (Norton, Frost, & Ariely, 2007). We believe that Reis et al. (a) utilized paradigms far removed from spontaneous, everyday social interactions that were particularly likely to demonstrate a positive link between familiarity and liking and (b) failed to include and incorporate other sources of data-both academic and real-world-showing that familiarity breeds contempt. We call for further research exploring when and why familiarity is likely to lead to contempt or liking, and we suggest several factors that are likely to inform this debate. © 2011 American Psychological Association.