To be honest, I slightly disagree about data size. I think the big data is there to be had, the real story is that data science itself has not panned out to pro

To be honest, I slightly disagree about data size. I think the big data is there to be had, the real story is that data science itself has not panned out to provide the business value that people asserted would come from it. Data volumes haven't risen more because in the end, it turns out most of the things businesses need to know are easily ascertainable from much smaller data and their ability to action even these smaller very obvious things is already saturated. It doesn't help that we've shifted into a climate where hoarding data comes with a huge regulatory and compliance price tag, not to mention risk. But if the value was there we would do it, so this is not the primary driver.