Big_data would be too much work for who?
http://redicecreations.com/article.php?id=27763
http://arstechnica.com/information-technology/2013/11/amazon-wades-into-big-data-streams-with-kinesis
http://www.mckinsey.com/insights/business_technology/big_data_the_next_frontier_for_innovation
http://www.oracle.com/us/technologies/big-data/index.html
http://www-01.ibm.com/software/data/bigdata