This article calls for a change in paradigm within the fuel cells industry such that it focuses less on solely maximizing a fuel cell's electrical efficiency, and more on a fuel cell system's (FCS) overall combined thermal and electrical efficiency, as defined in relation to the instantaneous demand for heat and electricity. Based on market needs in the power generation sector, it emphasizes the need to develop FCSs such that they can achieve a heat-to-power ratio that can be rapidly varied. This article then delineates engineering methods to achieve a rapidly variable heat-to-power ratio for a combined heat and power (CHP) FCS.