The essay deliberates upon the changing scenario of the world of translating as regards the translator him/herself as a professional, the supports available in today’s digital culture, the role big business plays and the basic values guiding the translator's choices. The fact that in the last 15 years or so, translation has now become worthy of the study of academics is, perhaps, an indication of not only how important translation is in the running of the world’s affairs but as a discipline in understanding what sort of world we are creating for ourselves. The translator’s practice, therefore, may help to shed light on the trajectory of this «brave new world» by charting the routes s/he has taken in the shifting geography.