In their commentary on my paper Phillips and Goodman suggested that counterfactual causality and considerations on causality like those by Bradford Hill are only "guideposts on the road to common sense". I argue that if common sense is understood to mean views that the vast majority of researchers share, Hill's considerations did not lead to common sense in the past - precisely because they are so controversial. If common sense is taken to mean beliefs that are true, then Hill's considerations can only lead to common sense in the simple and well-understood causal systems they apply to. Counterfactuals, however, are largely common sense in the latter meaning. I suggest that the road of scientific endeavour should lead epidemiologic research toward sound strategies that equip researchers with skills to separate causal from non-causal associations with minimal error probabilities. This is undeniably the right direction and the one counterfactual causality leads to. Hill's considerations are merely heuristics with which epidemiologists may or may not find this direction, and they are likely to fail in complex landscapes (causal systems). In such environments, one might easily lose orientation without further aids (e.g., defendable assumptions on biases). Counterfactual causality tells us when and how to apply these heuristics.