No, I’m not saying that big data is good for nothing. Nor am I referring to the privacy issues it creates, although they are very real and dangerous. What I’m saying is that the current mythology of big data is sucking the life blood out of the heart of real, meaningful business computing.
Both the business world and the computing industry have been chasing down a marketing rabbit hole. The story goes that if only businesses knew every last detail about the lives and loves, the outer behaviors and inner