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Cognitive labor is an obdurate source of inequality between partners. This is widely thought to be because the nature of the work makes it “invisible” to those involved. Yet given that talk of the “mental load” is now widespread and the pandemic amplified awareness of disparities, gender scholars have reason to question its “invisibility.” I ask: Are partners in heterosexual relationships aware of gendered inequalities in cognitive labor? How do partners legitimate inequalities in cognitive labor given increased awareness? What prevents partners from achieving gendered change in cognitive labor? To answer these, I draw on interview data from 81 heterosexually partnered parents in the U.S. during the pandemic. I find that cognitive labor is far from invisible to women performing it, and only appears invisible to men because they utilize resistance strategies to avoid it. I argue that the “invisibility” of cognitive labor stems from gendered power dynamics – both interpersonal and structural – not the nature of the work process itself. I expand understanding of the power dynamics that sustain inequalities in this domain, pushing beyond typical explanations that center hidden power. Instead, I emphasize the role of patriarchal bargains in a seemingly intractable gender structure that gives men power.