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The Spanish system of address pronouns suffered a dramatic increase in complexity between the 15th and 17th centuries. This study aims to explain how and why this change (or set of changes) took place when and where it did by using the model of koineization as a heuristic device. It argues that sociocultural factors (particularly widespread social status anxiety) and the salience of address forms played a primary role in driving the changes forward. It also argues, however, that sociodemographic factors associated with koineization (demographic movement and dialect mixing) contributed significantly to the timing, rapidity, location, and specific outcomes, including the grammaticalization of vuestra merced to usted and numerous other reduced forms.