[threeseed]

Not really sure what you are talking about.

Teradata, Oracle, PostgreSQL for example are reasonably complex databases to cluster and manage yourself. Just as easy/hard as setting up HDFS and installing Hive. In all cases people who are at big data scale are buying OTS solutions e.g. Cloudera appliance. They aren't rolling their own.

And if you are using Hive then I can understand why you are not feeling the buzz. But play around for Spark for a while and it's easy to see the future. Being able to write Scala/Python/SQL/R against a data set that can be anywhere from 100MB to 100PB without any changes is pretty compelling.