In their seminal paper in 2002, Joe Cartwright and Mads Huuse referred to 3D seismic reflection data as the ‘Geological Hubble’, arguing these data had the potential to revolutionise our understanding of the genesis and evolution of sedimentary basins. Almost two decades later, I will here outline just some of the key recent advances made in our understanding of basin structure and stratigraphy, focusing on: (i) the intrusion and extrusion of igneous rocks; (ii) salt tectonics; (iii) the geometry, growth, and seismogenic hazard posed by normal faults; and (iv) the structure and emplacement of submarine landslides. I will stress that future advances in these and other areas relies on energy companies and government agencies continuing to make their data freely available via free, easy-to-access data portals. I will issue a clarion call to academics, stressing that ‘geodynamicists’, sedimentologists, structural geologists and geomorphologists, amongst many, many others, can benefit from using what I believe are currently an underused data type. Most fundamentally, seismic reflection data should be used across the undergraduate syllabus, such that future generations of geoscientists are aware of its power and limitations.