Rosalind Price was the head of the Advanced Threat Containment Unit, charged by President Matthew Ellis to control the increasing numbers of Inhumans appearing across the world. Since her organization was formed as a replacement for the outlawed agency S.H.I.E.L.D., she treated Phil Coulson and his agents as enemies, but later accepted them as reluctant allies in the fight against the rogue Inhuman Lash. She continued to build up a rapport with S.H.I.E.L.D., even growing romantically attached to Coulson, until she was tragically assassinated by Grant Ward.