The tension between individual choice and public health is both long established and enduring. It also appears to be at a breaking point. With Ebola still crisp in our collective consciousness, health care professionals, public health practitioners, and the public have been captivated by a domestic measles outbreak and confounded by the variation on this timeless tension that it embodies: more parents are exercising their choice to refuse or delay vaccination for their child, yet continued widespread acceptance of vaccination is critical to maintain herd immunity and protect the community from diseases that still circulate.