I work in this field and I have to agree with you. I think most serious engineers and statisticians would too. It's just that decision makers are nervous that they are not doing "big data" or need a "data scientist" (which from their descriptions to me sounds like a fairy god mother who magically makes fundamental weakness in your business model disappear) and therefore try to get into it. Of course there are a huge bunch of players who have sort of adopted the red hat model and try to sell a Hadoop solution by rebadging it as "enterprise-ready" or "business analyst friendly". I guess one just rides the wave and prepares for winter...
People who are in the industry realize that words like "Big Data" and "Cloud" are usually buzz words. People who use the technology on a day to day basis appreciate it for what it is, and don't really try to embellish beyond that, and I work for Cloudera :P
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