(Yeah, Dark Matter does sound kinda racist; maybe they need to rebrand the concept.)
DM is an exciting 5th Force of Nature thing that's being investigated (quite competitively, mind you) and if it proves true then its PARTY TIME 'cause the dollar size of the NoBull Prize will cover the celebratory drinks and reefer for everyone on this planet.
Ya see, physicists have always known that shit happens. What they are seeking are the answers as to WHY shit happens. I'm very cool with that.