Zeelenberg and Pieter's (2007) regret regulation theory 1.0 offers a synthesis that brings together concepts spanning numerous literatures. We have no substantive disagreement with their theory, but instead offer 3 observations to further aid regret researchers studying consumer decision making. First, the overall arch of any regret theory must be situated within an understanding of behavior regulation. Second, the distinction between regrets of action versus inaction is best understood in terms of motivational implications, particularly with regard to Higgin's (1998) distinction between promotion and prevention focus. Third, the opportunity principle offers a particularly clear means of summarizing the regulatory consequences of the regret experience. Regret is an emotion pivotal for decision making, and its cognitive underpinning has and continues to be elucidated in research focusing on counterfactual thinking.In their regret regulation theory 1.0, Zeelenberg and Pieters (2007) offer a theoretical synthesis that brings together a range of concepts and findings spanning numerous literatures, all centering in one way or another on the construct of regret. Intriguingly, they label their theory version 1.0, thus acknowledging exciting prospects for future revision in light of the fervent research attention that the concept of regret continues to garner. Computer software is routinely labeled with such numbers, with whole versus decimal numbers signifying larger versus smaller revisions. The earliest hacker spirit of the 1960s emphasized a communal spirit, in which software code written (on paper!) on one particular day would be left in a file drawer for another programmer to improve upon the next day, a vivid embodiment of the core values of science itself (Levy, 2001). We hope that the ideas and suggestions contained in the present commentary are accepted in a similar collaboratory spirit.Zeelenberg and Pieters (2007) explicitly frame their theory as an integration of previously understood principles. They have done an admirable job of bringing together many diverse observations, and we applaud rather than dispute their main conclusions. Nevertheless, their synthesis involves substantial subjective interpretation, necessitated by the embryonic state of the literature. In the remainder of this commentary, we emphasize three theoretical points that our own subjective interpretation deems essential to an understanding of regret in its consumer decision-making context.