The giant squid, Architeuthis Steenstrup, 1857, serves as a model for what we know and do not know about the broad biological aspects of the coleoid cephalopods. Gaps in our knowledge of taxonomy and systematics, distribution, population size, habitat use, age and growth, predation and feeding, reproduction and life cycles, and functional morphology all are examined by our review of Architeuthis natural history. Continued Architeuthis research improves our understanding of all coleoid cephalopods, and provides an avenue to engage the public in the process of science.