BIG Data.
NOT.

Consider ...

"The Gross National Product does not include the beauty of our poetry or the intelligence of our public debate. It measures neither our wit nor our courage, neither our wisdom nor our learning, neither our compassion nor our devotion. It measures everything, in short, except that which makes life worthwhile."—Robert Francis Kennedy

"To his dying day, [Robert S. McNamara] puzzled over facts and figures being no match for hearts and minds."—Boston Globe/04.04.14