Despite rhetorical bromides about requiring “ministers to unlearn ingrained habits and focus on substance, not rhetoric,” and about “business associations engaging with the granular detail of what companies want,” this proposed Plan B would strengthen the bilateral and regional trade initiatives that have diverted energy and attention from Doha and the WTO. The irony here is that the proliferation of such preferential trade agreements (PTAs) is usually justified by pointing to the lack of progress in concluding the Doha talks.