A few days ago a review paper lead by Johannes and Francesco on the ecological roles of bacterial chemotaxis was published in Nature Reviews Microbiology. How chemotaxis is performed by bacteria is much better understood than why. In this review, the costs and benefits of chemotaxis are discussed, both for individual bacteria as well as whole populations. This reveals that the function of chemotaxis extends much beyond the traditional role of foraging and contributes to efficient colony expansion as well as microbial diversity. Congratulations to everyone involved.