The hype was that you could take a huge pile of data and turn it into hugely valuable insights. The realization is that any random pile of data likely doesn't have anything in it that is worth paying for: Here's our analysis! We already do/knew that. Some people have really good, valuable data sets. Most people don't.
The map is not the territory.
https://www.amazon.com/Raw-Data-Oxymoron-Infrastructures/dp/...