This article argues that the field of Rhetoric and Composition has long harnessed the active potential of metaphor to change its own practices but has considerably overlooked student use of metaphor--a particularly urgent oversight given the metaphorical battleground that constitutes the discourse of contemporary higher education. Using this exigency, the article 1) explains how a more thorough reading of Lakoff and Johnson's popular work on metaphor theory can re-energize Rhetoric and Composition to be more inclusive of student experiences in classroom coverage of metaphor and 2) offers imaginative but concrete pedagogical approaches and activities aimed at facilitating student learning of metaphor in the context of a consumer-based "University of Excellence."