This position paper argues that Mean Opinion Score (MOS), while historically foundational, is no longer sufficient as the sole supervisory signal for multimedia quality assessment models. MOS reduces rich, context-sensitive human judgments to a single scalar, obscuring semantic failures, user intent, and the rationale behind quality decisions. We contend that modern quality assessment models must integrate three interdependent capabilities: (1) context-awareness, to adapt evaluations to task-specific goals and viewing conditions; (2) reasoning, to produce interpretable, evidence-grounded justifications for quality judgments; and (3) multimodality, to align perceptual and semantic cues using vision-language models. We critique the limitations of current MOS-centric benchmarks and propose a roadmap for reform: richer datasets with contextual metadata and expert rationales, and new evaluation metrics that assess semantic alignment, reasoning fidelity, and contextual sensitivity. By reframing quality assessment as a contextual, explainable, and multimodal modeling task, we aim to catalyze a shift toward more robust, human-aligned, and trustworthy evaluation systems.