The costs and benefits of random phenotypic heterogeneity in microbes have been vigorously debated and experimental tested for decades; yet, this conversation is largely independent from discussion of phenotypic robustness in other disciplines. In this review I connect microbial examples of stochasticity with studies on the ecological and population-genetic consequences of phenotypic variability. These topics illustrate the complexity of selection pressures on phenotypic robustness and provide inspiration that this complexity can be parsed with theoretical advances and the experimental power of microbial systems.