There is an emerging appreciation that genome-wide association studies (GWAS) have failed to live up to expectations and deliver major advances to date. A "surge" strategy, of pooling resources and increasing number of subjects tested, is underway. We argue that, while useful, it will not be enough by itself. Complementary approaches are needed to mine these large datasets. We describe a series of problems, opportunities, and offer a potential comprehensive solution. (C) 2010 Wiley-Liss, Inc.