I was once approached with a tantalizing prospect: a database with 4 billion rows. Would I like to work on a new app that uses that DB? Hell yes! What a challenge. Big data here I come!

"So . . . what's in those 4 billion rows?", I asked, ". . . and what's the goal?"

"They contain email addresses, and the goal is to connect with people who are deep in debt."

"Hell, no!"