An Easy Button for Big Data?

Bill Franks, who has an excellent book out on big data analytics, writes about the lack of an 'easy button' for big data.  Insightful thoughts.  " ... It is good to remember in today’s hype-filled big data world that there is no “easy” button for big data. In fact, in many ways, big data is quite difficult to deal with. Many organizations seem to be falling for the fallacy that simply implementing new tools or platforms will “automagically” solve their big data problems. Unfortunately this isn’t the case.... For example, there is a common belief that MapReduce platforms such as Teradata Aster or Hadoop can tame big data in and of themselves.  In reality they don’t inherently enable new functionality or analytic logic to be executed. Rather, they allow you to scale certain kinds of functionality and analytic logic in a way that makes the functionality and logic much more powerful and widely applicable.... "