Usage-based cognitive linguistic (UBCL) theories offer a unifying interpretation of the different (structural vs. [more] lexical) priming effects reported by Branigan & Pickering (B&P), and they provide an ideal basis for explaining contextual influences on priming. However, they also call into question B&P's claim that priming “provides evidence that is directly informative about mental representation” (sect. 1.5, para. 1).