The funny thing about "big data" was that it came with a perverse incentive to avoid even the most basic and obvious optimizations on the software level, because the hardware requirement was how you proved how badass you were. Like: "Look, boss, I can compute all those averages for that report on just my laptop, by ingesting a SAMPLE of the data, rather than making those computations across the WHOLE dataset". Boss:…
The amount of salesman hype and chatter about big data, followed by the dick measuring contests about whose data was big enough to be worthy was intense for awhile.