Since 2010 the portfolio of positron emission tomography (PET)-based imaging has been expanded by industry with the introduction of combined whole-body PET/MRI systems with the intent of merging PET-based molecular imaging with the strengths of MRI. PET/MRI has created a lot of hype in the scientific community but comparatively little traction in the clinic. The first years of whole-body PET/MRI were used to address inherent technical challenges; however, it is now time to make use of the full potential of this integrated imaging modality. This opinion piece highlights the continuing challenges for the clinical adoption of PET/MRI and cautions against putting too much emphasis on comparisons with clinical PET/CT. In order for PET/MRI to enter clinical practice, cross-specialty co-operation must be pursued with rigour and use-case scenarios must be propagated, following long-awaited expansion of reimbursement strategies and protocol standardization.