In Cournot games the strategic variable is output and players maximize profits assuming that the other players keep their outputs fixed. In Bertrand games the strategic variable is price and players assume the other players to keep their prices fixed. In this article I argue that it is not the strategic variable what determines the equilibrium of the game, but what is assumed fixed. A game in which firms set prices but assume the other firms to keep their outputs fixed leads to the Cournot equilibrium and when firms set outputs but assume prices fixed, the Bertrand equilibrium is obtained. In general, what matters for the equilibrium is not what you set but what you assume fixed. This insight has a bearing on discussions about what kind of competition is most likely to occur in markets with certain characteristics. It also has a bearing on the Nash character of the equilibria. Moreover, the diminished role for the strategic variable fundamentally affects the analysis of unilateral effects from mergers and tacit collusion.