Na+,K+-ATPase and its specific inhibitor ouabain entered the 21st century with an entirely new set of properties, that are the focuses of the present review. (i) The adhesive property of the beta-subunit explains why is Na+,K+-ATPase expressed polarizedly on one side of epithelial cells, a crucial property to explain the exchange of substances between higher organisms and the environment; (ii) Ouabain was recently recognized to be a hormone. (iii) Na+,K+-ATPase is known to act as a receptor for hormone ouabain, (iv) binding of ouabain to the Na+,K+-ATPase modifies adhesion: at high concentrations the outcome is total detachment. (v) Ouabain-resistant cells and ouabain-sensitive ones establish a special type of cell-cell interaction, so that sensitive cells withstand the presence of otherwise lethal levels of ouabain. (vi) Hormone ouabain provokes relocalization of specific molecules from the submembrane scaffold to the nucleus, where these bind to promoters of genes involved in proliferation, differentiation, migration, etc. (vii) Finally, ouabain causes a retrieval of Na+,K+-ATPase from the plasma membrane. We speculate that this would reduce the driving force that operates co- and counter-transporters, which are responsible for the exchange of substances across epithelia.