New Scientist reviews the latest Big Data book released called “Big Data: A revolution that will transform how we live, work and think“. Although I believe that there are plenty of major business opportunities in this approach lately termed “Big Data”, I think some are overhyping and overdramatising its impacts on society in general. Data is still messy and patchy in many parts of the world. So, although there will be many clever exploitations, it is still opportunistic at the moment and, at least, will remain so in the near term. The all seeing Big Brother and all-powerful Marketing Analyst is certainly closer than thought possible just 10 years ago, but it is coming in an evolutionary rather than revolutionary pace.