Evaluating Natural Language Generation (NLG) is crucial for the practical adoption of AI, but has been a longstanding research challenge. While human evaluation is considered the de-facto standard, it is expensive and lacks scalability. Practical applications have driven the development of various automatic evaluation metrics (AEM), designed to compare the model output with human-written references, generating a score which approximates human judgment. Over time, AEMs have evolved from simple lexical comparisons, to semantic similarity models and, more recently, to LLM-based evaluators. However, it seems that no single metric has emerged as a definitive solution, resulting in studies using different ones without fully considering the implications. This paper aims to show this by conducting a thorough examination of the methodologies of existing metrics, their documented strengths and limitations, validation methods, and correlations with human judgment. We identify several key challenges: metrics often capture only specific aspects of text quality, their effectiveness varies by task and dataset, validation practices remain unstructured, and correlations with human judgment are inconsistent. Importantly, we find that these challenges persist in the most recent type of metric, LLM-as-a-Judge, as well as in the evaluation of Retrieval Augmented Generation (RAG), an increasingly relevant task in academia and industry. Our findings challenge the quest for the 'perfect metric'. We propose selecting metrics based on task-specific needs and leveraging complementary evaluations and advocate that new metrics should focus on enhanced validation methodologies.