The techworld is consistent: we love our buzz words. Often we forget the actual meaning and use behind the shiny new acronym or term. Right now one of the hottest topics across Silicon Valley and Silicon Beach is Big Data. And we are hiring data scientists as fast as we can. But what are we actually trying to achieve? True, we spent almost a decade aggregating data: web logs, activity logs, and we might actually have a fair amount of content across our SQL databases and archives. Heck, that’s what Amazon S3 is for, right? To store our stuff.