According to a growing consensus, the Stroop effect is understood as a phenomenon of conflict and cognitive control. A tidal wave of recent research alleges that incongruent Stroop stimuli generate conflict, which is then managed and resolved by top-down cognitive control. We argue otherwise: control studies fail to account for major Stroop results obtained over a century-long history of research. We list some of the most compelling developments and show that no control account can serve as a viable explanation for major Stroop phenomena and that there exist more parsimonious explanations for other Stroop related phenomena. Against a wealth of studies and emerging consensus, we posit that data-driven selective attention best accounts for the gamut of existing Stroop results. The case for data-driven attention is not new: a mere twenty-five years ago, the Stroop effect was considered “the gold standard” of attention . We identify four pitfalls plaguing conflict monitoring and control studies of the Stroop effect and show that the notion of top-down control is gratuitous. Looking at the Stroop effect from a historical perspective, we argue that the recent paradigm change from stimulus-driven selective attention to control is unwarranted. Applying Occam’s razor, the effects marshaled in support of the control view are better explained by a selectivity of attention account. Moreover, many Stroop results, ignored in the control literature, are inconsistent with any control account of the effect.