  We hypothesize that the correct power counting for charmonia is in the
parameter Lambda_QCD/m_c, but is not based purely on dimensional analysis (as
is HQET). This power counting leads to predictions which differ from those
resulting from the usual velocity power counting rules of NRQCD. In particular,
we show that while Lambda_QCD/m_c power counting preserves the empirically
verified predictions of spin symmetry in decays, it also leads to new
predictions which include: A hierarchy between spin singlet and triplet octet
matrix elements in the J/psi system. A quenching of the net polarization in
production at large transverse momentum. No end point enhancement in radiative
decays. We discuss explicit tests which can differentiate between the
traditional and new theories of NRQCD.
