[Systemic33]

EDIT: Completely agree with your comment, and I've had similar anecdotal experiences.

1st rule of Big Data Club

Decide what knowledge you want to get — Then explore how you can generate information that can support this give you this knowledge, and finally you can begin to exploit the data you have at your disposal to generate this information.

The trick is not to generate lots of data, but to know how to extract information from it. Big Data™ Tools can assist in exploiting the data you have, to generate new more meaningful data, but that doesn't make it information, it's just more data.

Note that I distinguish between knowledge, information, and data.