In this paper, the authors reflect on the often discussed relationship between transportation demand models and daily planning practice. Using Albatross as an example of activity-based models, the potential role of these models is discussed. It is argued that modelling efforts only make sense to the extent that they complement personal or commonly held beliefs. Qualitative and especially quantitative assessments of secondary and tertiary effects (in addition to primary effects) are important in this context. The development of simple models should not be a goal in its own right—integrated policies and a complex reality require complex models to make them of any value if the model is nothing more than ‘just another story’ without any added credibility or proven value. Compared to traditional models, the activity-based approach in transport demand modelling combines such increased complexity and interpretability.