This chapter provides a comparative analysis on the intended and unintended consequences that the quality policies have caused. Different roles of quality policies in Thai higher education will be highlighted. It investigates what roles QA plays in terms of higher education policy and management at the national as well as institutional level. Subsequently, it sheds light on the disparity between policy expectations and policy outcomes. The most pertinent question and criticism, from QA advocates and critiques alike, focuses on the missing link between quality education and QA.