The thought-provoking EPSRC Principles of Robotics stem largely from the reflection on the extent to which robots can affect our lives. These comments highlight the fact that, while the principles may address to a good extent the present technological challenges, they appear to be less immediately suited for future technological and conceptual dares. The first part of the paper is dedicated to the search of the definition of what a robot is. Such a definition should offer the basic conceptual platform on which a normative endeavour, aiming to regulate robots in society, should be based. Concluding that the Principles offer no clear yet flexible insight into such a (meta-) definition, which would allow one to take into account the parameters of informed technological imagination and of envisaged social transformation, the second half of the paper highlights a number of regulatory points of tension. Such tensions, it is argued, stem largely from the absence of an appropriate conceptual platform, influencing negatively the extent to which the principles can be effective in guiding social, ethical, legal and scientific conduct.