 Users of big data are often "lost in the sheer volume of numbers", and "working with Big Data is still subjective, and what it quantifies does not necessarily have a closer claim on objective truth".Recent developments in BI domain, such as pro-active reporting especially target improvements in usability of big data, through automated filtering of non-useful data and correlations.Big structures are full of spurious correlations either because of non-causal coincidences (law of truly large numbers), solely nature of big randomness (Ramsey theory) or existence of non-included factors so the hope, of early experimenters to make large databases of numbers "speak for themselves" and revolutionize scientific method, is questioned.