Thanks for the clarification and it's good to hear you are speaking from experience with the kind of model being discussed (although I'd still like to know what that "simpler model" is exactly, or where it comes from anyway; but that's probably not for you -or even Google- to answer, since it's mentioned in the original article in the first place).

That said, I don't agree with you, in that I didn't read the article as saying that Big Data is BS by default. It's a short article and not terribly thorough but I didn't read a blanket condemnation in it.

Btw, I'm not sure why you and nickpsecurity are being downvoted to grey. I expected this strong disagreement to be reserved for personal attacks etc.