I've always cringed at the name "dark matter". There is a discrepancy between what our models predict and what is observed and so we pick one of the possible explanations (there's some matter there that we can't see) and name it that. Then all of the discovery channel scientists try to explain what dark matter is to the general public by invoking this hidden matter theory.

I think it would be much better if we referred to the gravitational pull discrepancy as the problem itself and called "dark matter" just one of the possible explanations.