Abstract Gotts et al. provide a timely review of the major neural models of repetition suppression (RS) and priming. They justifiably call on researchers to focus their attention on the extent to which these phenomena can be explained by changes in synchrony between cortical regions. They are relatively agnostic as to which regions may be critical to RS and priming. Here I argue we should devote more attention to the role of frontal regions, and suggest that there is a need to engage with more cognitive accounts of priming in order to develop a comprehensive neurocognitive account of priming and RS.