The example given of Big Data use is that Netflix allegedly checking its user data to decide whether to buy House of Cards. It's not evident that such Big Data

The example given of Big Data use is that Netflix allegedly checking its user data to decide whether to buy House of Cards. It's not evident that such Big Data was useful in the way described. Anyway, the data described could easily be collected - likely at the same cost and accuracy - in an old-fashioned focus group type of way. Deciding to buy House of Cards required insight - outside of the data and statistics - to ask the right questions and come to a conclution. Has using 'Big Data' here led to a more accurate or better value results? Is this even really what 'Big Data' is? Absolutely not clear. 'Data phobia' might be an issue but is not the major issue. The issue is using phrases like 'Big Data' which don't actually mean anything: this phrase alone doesn't create value for business.