"What I would like to argue for is to stop using the idea of big data as this big rubric to cover all these practices within businesses, like Google, that don't really have the structure to close the empirical loop to determine what part of their success is based on scientifically replicable and testable analytic results versus science, where that's really all we care about. Science is never, in my opinion, going to just get automatic, and it's very rarely easy."