  We discuss arguments both in favor of and against dark matter. With the
repeated failure of experiment to date to detect dark matter we discuss what
could be done instead, and to this end look for clues in the data themselves.
We identify various regularities in galactic rotation curve data that correlate
the total gravitational potential with luminous matter rather than dark matter.
We identify a contribution to galactic rotation curves coming from the rest of
the visible Universe, and suggest that dark matter is just an attempt to
describe this global effect in terms of standard local Newtonian gravity within
galaxies. Thus the missing mass is not missing at all -- it has been hiding in
plain sight all along as the rest of the visible mass in the Universe.
