An interesting debate is taking shape after John Hegarty's harsh opinion on big data. The founder of BBH says big data is just the latest magic phrase that agencies put on their flags because they do not have good enough ideas. I think he is more or less right about a new trend in bullshitting, but I would like to prove why he is fundamentally wrong about big data.
Hegarty states "I'm not sure I want people to know who I am. I find that slightly Orwellian and I object to it. I don't want people to know what I drink in the morning and what I drink at night. I think there's a great problem here - throughout history we have fought for our freedom to be an individual, and you're taking it away from us.".