Big Data is the latest wave of oversold and under-understood hype to buffet people. "Social Media", "The Cloud", "Big Data". They get wielded aggressively like blunt instruments.
Big Data is the worst. As I said in my earlier post on patterns there is nothing wrong in us collectively being better informed as a result of the patterns we leave on the web but so much of Big Data is about people who don't contribute to those patterns making money from them.
Doc Searls posts this morning about rising resistance to the way marketing is using our patterns. Worth following the links in his post and if you haven't already caught up on what he is doing with VRM you really should.