It is 16 years since the 2008 Act allowed profit making organisations to be registered with the social housing regulator. After a slow start, investment into the sector has accelerated, to the comfort of some and discomfort of others in the not-for-profit sector. What are the truths and myths about for-profits? What is the sector doing to improve understanding? What is the potential? (This session might include the launch of the For-Profit Code of Practice.)