Numbers or not
Number crunching means an analysis of known numbers, and in fact this article does that very well. And big datashould just mean analysing a bigger data set trawled from available figures. But the orignal article appears, according to this, to be based on a series of assumptions with unknown accuracy built on top of other assumption, also having unknown accuracy. It's not "big data", just big guess work. And probably really no more valid than any other attempt to gain publicity by prodding a bit of controversy.