Targeted Data Science

In GigaOM:  Still not convinced that it is the sheer wealth of of data that is driving the big data science movement.  Are there are any new analytic methods that have been created in the last decade that make a difference regardless of the richness of data involved?   Of course you look for applications like targeted promotions, that is where continuous stream of  money is.    Solve the world's problems?   Much less sure.