The main factors constraining the growth of the high performance liquid chromatography (HPLC) market are discussed: low economic efficiency of HPLC methods and the absence of an industry quality standard. The characteristics of a qualitative HPLC method are described in detail: correctness, specificity, robustness, sensitivity, as well as economic efficiency. A list of six basic requirements for modern routine HPLC methods, which can form the basis of the standard, is presented and discussed in detail. Several application examples are provided to demonstrate the basic principles. The negative impact of information chaos was noted, when both new and outdated products are advertised, the advertising itself is not always fair, and companies often contradict each other.