Intracellular transport along microtubules is often bidirectional, employing multiple plus- and minus-end directed motors. How cells regulate such transport in time and space is a fundamental but unsolved question in cell biology. A recent paper presents a new modeling approach to predict how much of transport can be understood just from our knowledge of the motors involved. The model can generate strikingly complex patterns of motion, mimicking key aspects of cargo transport in vivo. Previous studies had inferred that plus-end motors on bidirectional cargoes are usually turned off when the minus-end motors are engaged (and vice versa). In the model, such motor coordination can arise from motors competing in a tug-of-war, without help from additional regulators. This new theoretical framework should stimulate much research that will help unravel whether regulation of intracellular transport is dominated by higher-order control mechanisms or is achieved simply by tuning basic properties of the motors themselves.