Selecting cotton seed has become more complicated in recent years as farmers and their advisors sort through a growing catalogue of germplasm and transgenic choices. Cottonseed companies like Stoneville Pedigreed Seed are increasing their customer focus to assist with decisions that can have a tremendous impact on profitability. I would like to briefly discuss several issues that concern both cotton farmers and seed companies: the role of technology in the variety selection process, the economics of transgenic varieties, the importance of proper seed treatment and evaluating variety performance.