The algae have a marketing problem.听 While the scientific community may appreciate the important roles algae play as the base of the food chain in aquatic ecosystems, their contributions to global CO2-O2 cycling and practical applications are less understood.听 The messages the general public receives about algae are in the context of taste and odor problems in drinking water, as nuisances in aquatic systems experiencing water quality degradation, or as producers of toxins. In this talk the diversity of algae will be explored highlighting aesthetics, phylogenetics and ecological roles.听 Other aspects of algal biology are discussed, and how different algal groups are being leveraged for a wide range of practical applications.听 Examples are given about how algae are becoming more integral to our lives through material sciences, nutriceuticals, pharmaceuticals and renewable biofuels.听 Have you thanked an alga today?