What do you think is the most important misunderstanding in dog training?

There are so many questions asked here every day about training that just make me want to bang my head against a wall, and I know I’m not alone in this.

What do you think is the most fundamental misunderstanding people hold about dog training?
Ok, I am assuming that these people think they are trying to train, not that the puppy came fully loaded with excellent behavior. Although those people do drive me batty.