The frenzy of impact factor got renewed by today's announcement of 2013 impact factors. There will be many speculations and raging with one thing remain as strong as ever, the value and impact of impact factor in our research lives.Apart from talking and publishing how impact factor is toxic, but still in high impact subscription based journals, there is not much we can do. We all know the ideal, objective behavior, one that is not effected by the name of the author or the journal.