This Opinion article discusses the fundamental role of the near-field photon momentum in processes of light scattering from nanometer-sized clusters including an intriguing case of self-assembled nanostructures that form a long-range translational order but local disorder. Systems exhibiting the so-called crystal-liquid duality enable greatly enhanced light-matter interactions due to the electron-photon momentum matching in the visible wavelength range. This work takes a historical perspective on the exploration of this phenomenon that has been somewhat overlooked by the scientific community and discusses recent advances in the fields of nonlocal photonics and optoelectronics.