In its prime state, DATA is a Latin word meaning “[things] given”, a plural noun derived from the verb “To Give”. Its singular form is DATUM. Modern conversation equates DATA with “Information”, while modern philosophies on information management are getting entwined with parallel philosophies on knowledge management. In some ways that is a positive development, and is greatly assisted by Open Access and Internet policies, but in others it is more detrimental, by threatening to blur the essential distinction between objectivity and subjectivity in our science. We examine that essential distinction from the view-points of observers, authors (and publishers), and database managers, and suggest where, when and how the distinctiveness of their fundamental contributions to the communication and validation of research results should be respected and upheld.