Why Galaxies Care about AGB Stars: Setting the Stage

In this introduction to the Third Congress of Vienna on AGB stars I first try to highlight why it is so hard to cope with the AGB evolutionary phase. This phase is indeed dominated by three main physical processes concerning bulk motions of matter inside/around stars, namely envelope convection, mixing and mass loss. They are inextricably interlaced with each other in a circular sequence of reactions and counter-reactions which has so far undermined our attempts at calibrating such processes one independent of the other. The second part of this introduction is focused on Globular Clusters, illustrating how they came to be a {\it new frontier} for the AGB evolution and a new opportunity to understand it.