Beyond eta/s = 1/4pi

We use low-energy effective description of gauge theory/string theory duality to argue that the Kovtun-Son-Starinets viscosity bound is generically violated in superconformal gauge theories with non-equal central charges $c\ne a$. We present new examples (of string theory constructions and of gauge theories) where the bound is violated in a controllable setting. We consider the comparison of results from AdS/CFT calculations to the QCD plasma in the context of this discussion.