The research on ZnO has a long history but experiences an extremely vivid revival during the last 10 years. We critically discuss in this didactical review old and new results concentrating on optical properties but presenting shortly also a few aspects of other fields like transport or magnetic properties. We start generally with the properties of bulk samples, proceed then to epitaxial layers and nanorods, which have in many respects properties identical to bulk samples and end in several cases with data on quantum wells or nano crystallites. Since it is a didactical review, we present explicitly misconceptions found frequently in submitted or published papers, with the aim to help young scientists entering this field to improve the quality of their submitted manuscripts. We finish with an appendix on quasi two-and one-dimensional exciton cavity polaritons.