Keynote at the 20th IEEE International Conference on Software Architecture (ICSA 2023). Abstract: Around the mid 2000’s we had a ‘lightbulb moment’: architecting is more about making design decisions than drawing boxes and lines with UML or Architecture Description Languages. The enthusiasm of shifting the architecting paradigm was followed by a frenzy of research work in ontologies, methods and tools to harness Architecture Knowledge and empower architects in their decision making. Are we there yet? In this talk, I will revisit the state of the art and give my personal account on what worked, what failed, and how to move forward, especially in order to actually impact industry practice.