Celiac disease is considered to occur in approximately 1% of the U.S. population. It is, however, markedly underdiagnosed. In this issue, Fasano and his colleagues have continued their work in demonstrating just where all these patients are. Their current study explores a case finding policy in the primary practice setting. They identified patients who exhibited either symptoms that could be attributed to celiac disease, or had an associated condition. In this population, 2.25% had celiac disease. The study emphasizes the need for physician education in both the prevalence of celiac disease and the wide availability of the serological tests that can facilitate the diagnosis of celiac disease.