In view of the current market consolidation in the speech recognition industry, we ask some questions as to what constitutes the ideas underlying the `roadmap' metaphor. These questions challenge the traditional faith in ever more complex and `natural' systems as the ultimate goals and keys to full commercial success of Spoken Dialog Systems. As we strictly obey that faith, we consider those questions `jesuitic' rather than `heretical'. Mainly, we ask: Have we (i.e. the scientific and industrial communities) been promising the right things to the right people? We leave the question open for discussion, and only cast glimpses at potential alternatives.