To echo what others have said, the practice of big data has become so normalized that the language term "big data" -- as a new thing to call attention to itself

To echo what others have said, the practice of big data has become so normalized that the language term "big data" -- as a new thing to call attention to itself -- is not needed as much as before. Similar language history that happened to terms like "dynamic web" or "interactive web". In the late 1990s when Javascript started to be heavily used, we called attention to that new trend the "dynamic web". Today, the "interactive web" phrase has mostly gone away. But that doesn't mean that Javascript-enabled web pages were a fad. On the contrary, we're using more Javascript than ever before. We just take it as a given that the web is interactive. Examples of rise & fall of "interactive web" in language use that peaked around 2004: https://books.google.com/ngrams/graph?content=dynamic+web&year_start=1800&year_end=2019&corpus=26&smoothing=3&direct_url=t1%3B%2Cdynamic%20web%3B%2Cc0#t1%3B%2Cdynamic%20web%3B%2Cc0 https://books.google.com/ngrams/graph?content=dynamic+web&ye... https://books.google.com/ngrams/graph?content=interactive+web&year_start=1800&year_end=2019&corpus=26&smoothing=3&direct_url=t1%3B%2Cinteractive%20web%3B%2Cc0#t1%3B%2Cinteractive%20web%3B%2Cc0 https://books.google.com/ngrams/graph?content=interactive+we...