Following the suggestion of Earl Marmar in 1995, I installed a compact von Hamos type x-ray spectrometer (originally built with Elisabeth Rachlew and Jan Kallne) on a tangentially viewing port on the Alcator C-Mod tokamak. The spectrometer views the plasma through a 2 cm diameter hole, and is tuned to H-like argon, suitable for passive measurement of the core toroidal rotation velocity from the Doppler shift. It soon became evident that the rotation in Ohmic L-mode discharges, while for the most part directed counter-current, depends in a very complicated fashion on plasma parameters, notably the electron density, current and magnetic configuration. The rotation can even flip sign for almost no apparent reason! In Ohmic and ion cyclotron range of frequencies (ICRF) heated H-mode plasmas the rotation is in the co-current direction and has a relatively simple dependence on plasma parameters, proportional to the stored energy normalized to the current. Rotation velocities as high as 130 km s-1 have been observed without external momentum input. In dimensionless terms this intrinsic (or spontaneous rotation) depends on the normalized plasma pressure. The association of toroidal rotation with plasma pressure in ICRF H-modes was first observed by Lars-Goran Eriksson in JET discharges. Similar results were subsequently reported for Tore Supra enhanced confinement plasmas. In the early 2000s concerns began to surface about the lack of substantial neutral beam driven rotation in ITER, and intrinsic rotation became a topic of interest in the ITPA Transport Group. Through that connection, similar observations from DIII-D, TCV and JT-60U were added to the growing list. A database of intrinsic rotation observations was assembled with the goal of extrapolating to the expected values for ITER. Both dimensional and dimensionless scalings were developed and formed the backbone of the 2007 Nuclear Fusion paper. I gratefully acknowledge the important contributions to this paper from Alex Ince-Cushman, John deGrassie, Lars-Goran Eriksson, Yoshiteru Sakamoto, Andrea Scarabosio and Yuri Podpaly, as well as the other coauthors. I would like to express my sincere appreciation to Earl Marmar, Martin Greenwald and Miklos Porkolab at MIT for continued support of this work, as well as to the entire C-Mod team. This award was made possible due to the insight of Mitsuru Kikuchi and the support of the IAEA through Werner Burkhart, and I am truly grateful to both of them. Many thanks as well to the outstanding staff at Nuclear Fusion. It is a distinct honor to be included in the group of previous winners: Tim Luce, Clemente Angioni, Todd Evans and Steve Sabbagh. It is also a great honor to be considered alongside the 2010 nominees: Phil Snyder, Sibylle Guenter, Maiko Yoshida, Hajime Urano, Fulvio Zonca, Erik Garcia, Costanza Maggi, Hartmut Zohm, Thierry Loarer and Bruce Lipschultz.Finally, I would like to thank the readers of Nuclear Fusion for the many citations.John Rice 2010 Nuclear Fusion Award winnerPlasma Science and Fusion Center, MIT, Cambridge, MA, USA