As I mention at the end of the article, it's definetly an almost laughable buzzword. I suspect whoever created it almost felt awkward to use it. I do however

As I mention at the end of the article, it's definetly an almost laughable buzzword. I suspect whoever created it almost felt awkward to use it. I do however think there is concrete meaning behind it. Databricks and Snowflake are both pulling it off, giving a combination of an RDBMs like experience and a data lake experience. If it can be pulled off, it strips away a lot of complexity in how big companies manage data.