This document discusses the metaphor of "data publication" and whether it is still the right metaphor given changes in how data is shared and used. It notes that the term bothers some as it implies a process of peer review similar to academic publishing, which may not accurately reflect how data is validated. Alternative metaphors are proposed like "data release," "infrastructure," "ecosystem," and "software production" to reflect different aspects of managing and sharing research data. The document also analyzes several existing models for how they enable key attributes such as trust, discovery, preservation and proposes disaggregating functions between archiving, releasing, and mediating data to fit different needs with multiple metaphors.