This is a commentary on Shenkar's (2001) critique of the cultural distance construct in international business research. The author deals with Shenkar's proposal of a cultural friction (rather than distance) construct in foreign direct investment studies. Comparison with two later papers reveals cultural friction as a metaphor, rather than a theory or a research agenda. The article brings Shenkar's work into focus, while presenting a broader reflection on the notion of "impact" of a publication.