In a recent report on Rule Based Access Control (RBAC), Gartner pegged it as a "not right now", "boil the ocean" activity. Did Gartner get it right? I think not. They missed many critical benefits of RBAC that encompass security productivity, user productivity, speed to market, support for Entitlements Management, simplified and easier compliance validation, and others. Waiting will only defer the benefits and increase the complexity a later project. This presentation makes the case for RBAC and the tremendous return on investment it can make for organizations who want to promote business agility, productivity, reduction in costs, and other compelling benefits. The session is designed to provide technical, security, audit, and compliance personnel with the insight they need to argue the benefits and pursue RBAC implementations in their companies sooner than later.