I'm much more enthusiastic. (see other comment) More over, picking new categories is a great application of "big data". Real example: Imagine catalog for fas

I'm much more enthusiastic. (see other comment) More over, picking new categories is a great application of "big data". Real example: Imagine catalog for fashion retailer. Time to add color picker & filter. No agreement on color names, how many shades of gray, etc. So one of our big data gurus figures it out. Gather dozens of palettes. Social cognition style guessing game. Slice & dice our product catalog 100s of ways to get best fit. Result was a thing of beauty. Truly novel. The analysis worthy of a PhD.