The marketers buy the hype and want all of that. "If I take this pretty chart from here, and that table that from there, and these numbers from over here, I can make a really impressive report!"

And they want to make sure that they're collecting all the data they could possibly be collecting (because they never know when they might suddenly need the last 6 months data about something they never thought of), even though they don't know what queries they want to be able to make.

So they make the developers add all of them, end up with tons of data but very little information, and start talking about 'this big data thing' that could maybe give them answers even though they still don't know what questions they want to ask. And to use it, you just have to add this little snippet of javascript...