We like to say that a lot of applications today are “data-driven”. And it is probably true. The Semantic Web community has focused on making a lot of this data linked and annotated with ontologies and knowledge graphs, developing a host of novel and pragmatic applications. However, the majority of data today is somewhat structured, but it is not linked data. Yet, approaches rooted in lightweight semantics can help us make that data discoverable and useful. I will talk about our experiences trying to make all the data on the Web discoverable, challenges in trying to find some order in the Wild West that is the data on the Web today, and both technology and community-building challenges that we must address.