It is well known theoretically that materials possessing distinct adjoining
quantum phases at zero temperature can display behaviour that is universal
and insensitive to microscopic details. This is the phenomenon of quantum
criticality. Universality is, however, a central feature of the phases them
selves and one essential to identifying them. Recent developments in the st
udy of correlated-electron materials suggest that quantum criticality is pr
esent in these materials and has been masking the true nature of their phas
es. This raises troubling questions about the relation between theory and e
xperiment in physics, as well as in science generally.