The four Linked Data publishing principles established in 2006 seem to be quite clear and well understood by people inside and outside the core Linked Data and Semantic Web community. However, not only when discussing with outsiders about the goodness of Linked Data but also when reviewing papers for the COLD workshop series, I find myself, in many occasions, going back again to the principles in order to see whether some approach for Web data publication and consumption is actually Linked Data or not. In this talk we will review some of the current approaches that we have for publishing data on the Web, and we will reflect on why it is sometimes so difficult to get into an agreement on what we understand by Linked Data. Furthermore, we will take the opportunity to describe yet another approach that we have been working on recently at the Center for Open Middleware, a joint technology center between Banco Santander and Universidad Politécnica de Madrid, in order to facilitate Linked Data consumption.