In 2013, as the worst effects of the crash had begun to reverberate out of the system, analysts like myself, and of dozens of other stripes—statisticians, biostatisticians, econometricians, financial quants, psycho-sociological researchers, etc., etc. (not in any order)—were exposed to the first wave of evangelism for Big Data, and what it meant. Characterized by ready enthusiasm, it radiated a minimum of science and a maximum of advertising-as-pseudo-science.