I like data. I use Google Analytics and Crazy Egg on my site to see how people use it. I track subscribers a few different ways in Recurly, I track tweets and retweets in Buffer, and between QuickBooks and Numbers, I have a good idea where my money goes. Like I said, I like data. But even for a small company like mine, that's a lot. So when you hear about larger companies leveraging Big Data and governments spying via metadata, it can feel like we're drowning in data. Hence this metadata/Big Data cartoon. I know it's pass\u00e9 - but I miss the days when just watching your "hits" was data enough.