They don't actually want peoples data for free any longer so they are failing at capitalising it which could mean a bump on the road for big data but maybe it's

They don't actually want peoples data for free any longer so they are failing at capitalising it which could mean a bump on the road for big data but maybe it's the real deal and they are saturated with what they can deal with and hence more data becomes a cost to them going forward. Could also mean that the big G has reached it's max market valuation in abstract terms..!