We forget that the PCP - the primary care provider - has both deep roots but also shallow self-serving origins in the United States. Research consistently demonstrates that having a doctor in your neighborhood delivering frontline care improves overall health and reduces the inequities in the population's health through widespread, faster access to more appropriate services. But the notion that every American should have an personal doctor originated from an effort in the 1960s to launch family medicine as a speciality. And primary care further grew as a force in the 1990s from policy wonks and managed care advocates who viewed the “PCP” as a “gatekeeper” to more expensive care specialist care. But rarely does primary care start from the perspective of the end customer. This thoughtful article points out the generational shift that is occurring: millennials - the largest US generation - are not seeking deep relationships with a single physician. “Their preferences — for convenience, fast service, connectivity and price transparency — are upending the time-honored model of office-based primary care...” and “45 percent of 18- to 29-year-olds had no primary-care provider, compared with 28 percent of those 30 to 49, 18 percent of those 50 to 64 and 12 percent age 65 and older.” This is a paradigm shift that will have profound implications for the American system. Most primary care is refusing to face this trend. The path to success today involves building a frontline system that engages these millennials and captures their lifetime care within a system.