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From the first tally, scratched on a wolf bone over thirty thousand years ago, to the Large Hadron Collider, which produces forty million megabytes of data per second, data is big, and getting bigger. It can help us do things faster and more efficiently than ever before, from tracking wolves through Minnesota by GPS to predicting which crimes are likely to happen where. Mega data has led to scientific and social achievements that would have been impossible just a few years ago. But being too dazzled by the scale, the speed, and the geeky jargon can lead us astray. It's big, but it's not...