You can't fight fashion
"Virtually no one has been successful with their big data projects. They're spending lots of money but having little success".
That reminds me of this well-known remark from a few years back:
"The computer industry is the only industry that is more fashion-driven than women's fashion. Maybe I'm an idiot, but I have no idea what anyone is talking about. What is it? It's complete gibberish. It's insane. When is this idiocy going to stop?"
- Larry Ellison at Oracle OpenWorld, September 2008.