We need to talk more about strength of schedule. As the end of the regular season approaches, conference championships will be contested, the College Football Playoff committee will make its final decisions on the four participants in the national championship semifinal games, and debates around strength of schedule will escalate. How much value should be placed on schedule strength when debating the merits of teams? How is strength of schedule best calculated, and why do some measures produce drastically different results than others? And how can we better understand the terms of how the debate will be framed, and how perhaps it should be framed?