Future generations of mobile networks call for concurrent sensing and communication functionalities using the same hardware and/or spectrum. Compared to communication, sensing services often suffer from limited coverage, due to high path loss of the reflected signal and the increased infra-structure requirements. To provide a more uniform quality of service, distributed multiple input multiple output (D-MIMO) systems deploy and control a large number of distributed nodes, making distribut-ed integrated sensing and communications (ISAC) possible. In this article, we investigate ISAC in D-MI-MO through the lens of different design architectures and deployments, revealing both conflicts and synergies. In addition, simulation and demonstration results highlight both opportunities and challenges of implementing ISAC in D-MIMO.