EMDR is an excellent evidence-based treatment for PTSD and is emerging as a treatment of choice for many other common mental health issues. Unfortunately, like most popular treatments, a lot of myths pervade both consumer culture and some have even crept into professional parlance. The most problematic issue I have seen is a lot of clients are referred to me for EMDR because they think their problem will disappear in a few sessions like a brain zap from Endless Sunshine of the Spotless Mind. Here, I provide insights into the origins of these misconceptions and why EMDR still takes a while.