Holistic understanding of protein function is a primary goal of the post-genome sequencing era. Functional genomic approaches are powerful and relatively straightforward but produce an incomplete picture at the protein level. Proteomics offers physiologically enriched insights to protein function, and ongoing advances are enabling proteome analyses to proceed with increased depth and efficiency. Exciting discoveries have emerged recently amidst growing awareness of the power of proteomics. However, while proven as a potent discovery tool, proteomics is under pressure to provide improved functional value particularly in concert with other investigative approaches. As reviewed here for ERp29, a recently discovered endoplasmic reticulum protein, the role of novel proteins can remain elusive even after substantial information has accrued. Thousands more proteins of uncertain function will be unveiled in the near future. Consequently, the goalposts are moving for proteomics both through increasing demand for high-value functional information and improving capacity to deliver.