As to the topic, IMO, there is a contradiction. The only way to handle big data is to divide it into chunks that aren’t expensive to query. In that sense, no data is "big" as long as it’s handled properly.
Also, about big data being only a problem for 1 percent of companies: it's a ridiculous argument implying that big data was supposed to be a problem for everyone.
I personally don’t see the point behind the article, with all due respect to the author.
I also see many awk experts here who have never been in charge of building enterprise data pipelines.