In a market worth US$37.19 billion in 2014 and growing at an annual rate of 6.23%, two main aspirations have long been the object of a dream in the translation industry. The first is full automatization. The second, preserving the unstable balance among cost, quality and turnaround. Even if recent developments in Machine Translation (MT) give the ‘magical’ impression that part of this dream has come true, the fact is that the chase has only started and yet many challenges remain unsolved. This talk will concentrate in the numerous questions still open to the translation industry, advancing a case for the integration of all technologies by way of an answer. Main trends in the translation market will be explored as follows: a) the leverage of translation memory (TM) assets for MT customization; b) the design of adequate workflows for the seamless integration of MT and TM; c) data gathering for MT training; e) learning to accept Fully Automated Useful Translation; and f) the appraisal of the human portion of the workflow as the key value in translation.