Since the new breed of "data scientists" using R and Python dataframes replaced Excel "data analysts" they realized the "big" of big data hasn't disappeared and

Since the new breed of "data scientists" using R and Python dataframes replaced Excel "data analysts" they realized the "big" of big data hasn't disappeared and started hiring data engineers for developing and explaining the new big data platforms for stuff which didn't fit into their pandas dataframes. Still, some call it medium data since this spans the range of higher gigabytes to lower terabytes. There are still couple of business problems in the petabyte scale, but they are probably so niche that they deserve a custom solution anyway.