The authors report "priming" effects for subjects they classify as "inattentionally blind" and interpret this as evidence for unconscious perception--an interpretation consistent with deeply entrenched metatheory. I question that interpretation, however, on methodological grounds. On these assessment procedures, some subjects could be classified as "inattentionally blind" despite representing the critical stimulus in conscious attention. Still others--presenting a more interesting challenge--could be so classified despite representing the stimulus literally in inattentional awareness. The study is illuminated, I believe, by seeing it in (...) metatheoretical and experimental contexts, with its theoretical interpretation contrasted with an alternative. (shrink)