Is it a leap forward helping the world to run smoothly on exabytes of unstructured, unprecedented levels of data? Or is Big Data a new buzz-word used by sales and marketing teams to persuade companies to buy multimillion pound IT platforms? If you ask me, history is repeating itself. I remember the birth of CRM and how the industry was split between IT companies and their solve-it-all £multimillion databases, and the pointy heads claiming it was their domain. CRM turned out to be data driven marketing using IT as a tool, and eventually became the industry buzz-word of the '90s.