Just Spot on!
This is actually 100 percent spot on. The word "big data" has already become a byword along with "context" and yet only a few people really understand them. The herd mentality certainly hits a soft spot to me, as well, because that's how I see most of these companies do: just because everybody is doing it, they think they have to do it too. I am not saying only a few have to do big data, but again, it's about understanding the reason why it should be done in the first place. With understanding of the vision and/or the goal comes the proper planning that helps identify the right process, people, and technology for big data.