At the point your grandmother starts to worry about a new IT term you know that the top of the hype curve might have been reached. The level of hype is proportional to the amount of companies claiming the term and going to market under the banner of which they hope will facilitate the sales process and get the needed budgets. But are all the BIG-D solutions and services really a coherent thing? Clearly not. The velocity, volume and variety dimensions as introduced by Douglas Laney no longer cut it. Since the initial publication of his paper at Meta Group our ability to handle the velocity, volume and variety has increased dramatically through advances in both hardware and software. This proves that the term BIG Data is no more nor less than a commercial label for all kinds of data from which it is harder to get value.