Recent technological advances have made the activation of the afferent limb of the baroreflex a viable therapeutic approach for lowering blood pressure. Experimental studies demonstrate sustained reductions in blood pressure in response to electrical baroreflex activation and initial results from clinical trials using device-based therapy for drug-resistant hypertension are promising. Although theoretically obvious at first glance, the mechanisms involved in the blood pressure lowering effect of baroreflex activation elude precise quantification, and experiments designed to investigate them invariably challenge preconceived notions and even dogmas. This paper is a brief overview of our current understanding of these mechanisms.