Certain trends in IT become popular. The next big thing, as it were.
That's according to the pundits. Who often have a product to sell that they've slapped the latest trendy label on, or a professional services arm ready to take a wad of your cash on a consulting engagement.
Take Big Data, as an example. (Even the name is an oxymoron.) Let me summarize:
Big Data is all about wading through a cesspit of data searching for a useful nugget of information.
The related trend of Analytics is about polishing what you find until it shines.
Businesses can be fooled into thinking they have a valuable nugget; break it open and you discover it's just a turd.