While it is often said that robotics should aspire to reproducible and measurable results that allow benchmarking, I argue that a focus on benchmarking can be a hindrance for progress in robotics. The reason is what I call the ‘measure-target confusion’, the confusion between a measure of progress and the target of progress. Progress on a benchmark (the measure) is not identical to scientific or technological progress (the target). In the past, several academic disciplines have been led into pursuing only reproducible and measurable ‘scientific’ results – robotics should be careful to follow that line because results that can be benchmarked must be specific and context-dependent, but robotics targets whole complex systems for a broad variety of contexts. While it is extremely valuable to improve benchmarks to reduce the distance be- tween measure and target, the general problem to measure progress towards more intelligent machines (the target) will not be solved by benchmarks alone; we need a balanced approach with sophisticated benchmarks, plus real-life testing, plus qualitative judgment.