Thanks kindly Joe. Big Data had it's hype moment from about 2014-18, I helped run 2 big conferences on it. Clayton Christensen a keynote at one, Ray Kurzweil at the other. The premise was that new data analytics tools could handle massive amounts of variable data to generate predictions, analyse whatever unlike ever before. The hype was almost like the AI hype of today. By 2018 it just fizzled and companies just found the tools didn't meet the hype. Massive investments were made. And lost. Investors backed away and the bubble burst. Similar to the first .com boom, but shorter.