diff --git a/hack/after-build/update-generated-protobuf.sh b/hack/after-build/update-generated-protobuf.sh
index 2240c3ee649..978e6b5983b 100755
--- a/hack/after-build/update-generated-protobuf.sh
+++ b/hack/after-build/update-generated-protobuf.sh
@@ -42,6 +42,5 @@ gotoprotobuf=$(kube::util::find-binary "go-to-protobuf")
 # satisfies import of github.com/gogo/protobuf/gogoproto/gogo.proto and the core Google protobuf types
 PATH="${KUBE_ROOT}/_output/local/go/bin:${PATH}" \
   "${gotoprotobuf}" \
-  --conditional="proto" \
   --proto-import="${KUBE_ROOT}/Godeps/_workspace/src" \
   --proto-import="${KUBE_ROOT}/third_party/protobuf"
diff --git a/hack/verify-all.sh b/hack/verify-all.sh
index 936848151fc..44e6e009795 100755
--- a/hack/verify-all.sh
+++ b/hack/verify-all.sh
@@ -26,7 +26,6 @@ SILENT=true
 # Excluded checks are always skipped.
 EXCLUDED_CHECKS=(
   "verify-linkcheck.sh"  # runs in separate Jenkins job once per day due to high network usage
-  "verify-generated-protobuf.sh"  # TODO(smarterclayton) add when protobuf is part of direct generation
   )
 
 function is-excluded {
diff --git a/pkg/api/resource/quantity_proto.go b/pkg/api/resource/quantity_proto.go
index 986d846083d..db957eee07d 100644
--- a/pkg/api/resource/quantity_proto.go
+++ b/pkg/api/resource/quantity_proto.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/api/serialization_proto_test.go b/pkg/api/serialization_proto_test.go
index a22e9796c07..b3ed68c5ae4 100644
--- a/pkg/api/serialization_proto_test.go
+++ b/pkg/api/serialization_proto_test.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/api/unversioned/time_proto.go b/pkg/api/unversioned/time_proto.go
index 5ca0edcdf05..f0d9ba4ed09 100644
--- a/pkg/api/unversioned/time_proto.go
+++ b/pkg/api/unversioned/time_proto.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/runtime/serializer/protobuf/protobuf.go b/pkg/runtime/serializer/protobuf/protobuf.go
index aa39c338d21..eb8c41ad680 100644
--- a/pkg/runtime/serializer/protobuf/protobuf.go
+++ b/pkg/runtime/serializer/protobuf/protobuf.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/runtime/serializer/protobuf/protobuf_test.go b/pkg/runtime/serializer/protobuf/protobuf_test.go
index a581bd4bdb8..e39610cb314 100644
--- a/pkg/runtime/serializer/protobuf/protobuf_test.go
+++ b/pkg/runtime/serializer/protobuf/protobuf_test.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/runtime/serializer/protobuf_extension.go b/pkg/runtime/serializer/protobuf_extension.go
index 1f55df27eda..dc24fc1c9b7 100644
--- a/pkg/runtime/serializer/protobuf_extension.go
+++ b/pkg/runtime/serializer/protobuf_extension.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2014 The Kubernetes Authors All rights reserved.
 
diff --git a/pkg/runtime/types_proto.go b/pkg/runtime/types_proto.go
index dd9a288c42d..4bb4d8ec805 100644
--- a/pkg/runtime/types_proto.go
+++ b/pkg/runtime/types_proto.go
@@ -1,5 +1,3 @@
-// +build proto
-
 /*
 Copyright 2015 The Kubernetes Authors All rights reserved.