This article presents an interesting perspective on Big Data. Is it binary snake oil? Does it really generate a calculable business advantage or is it all just hype? Certainly, companies like Google and Facebook can analyze Big Data to their advantage, but their platforms are created to gather valuable data. Not every business or industry is structured at a granular level to enable smart data gathering and analysis. Big Data exists – no one can deny the data explosion, but can it really deliver the promised value? Something to ponder is nothing else.