Big Data: Nil Novo Sub Luna

Big data technology belongs to the one of high-tech solutions that will form the forthcoming digital epoch. We present short overview of the current approach to big data, highlighting the main problems it gives rise to. We point out that big data seems to be revolutionary new technology, but in fact should be treated just a new tool to produce knowledge, thus it produces the same risks and challenges as other breakthroughs the humanity endured in the past. We also conclude that cultural aspects of big data implementation should be considered the most crucial one, and the experts community should form the balanced attitude towards this technology. We show the impossibility to control big data with attempts to prohibit some peculiar features it possesses, and propose to focus on such practical steps as terminology improvements, and the evaluation of societal outcomes of the new technology.