This paper discusses why the extensive scientific results on predicting embedded systems temporal behavior never, or very seldom, reaches the industrial community. We also point out the main issues that the scientific community should focus on in order to facilitate industrial-strength timing predictions. The core problem is that the scientific community uses too simplistic or research oriented timing models. The models stemming from academy do not fit well with the structure of real systems. Thus, extracting a timing model that is amenable for analysis may prove prohibitively difficult. And even if a model can be extracted, it may not capture real system scenarios well. Thus, results from analyzing these models do not reflect real system behavior, leading to unnecessary pessimistic timing predictions. In recent years, response-time analysis has matured to a degree where models can express complex system behaviors and analysis results are relatively tight with respect to real system be...