Sorry, I was being a bit playful with language. What I mean is that, if you roughly define small, medium, and large data in terms of the strategies required to process, then the absolute size of the data that can be processed using simpler methods grows.
And whether or not more data is needed or collectible varies by discipline. Astrophysics collects way more data than they used to because 1. they need it. 2. instrumentation allows it.
Some kinds of data collection hasn't scaled up however. Surveying humans is expensive and labor intensive. And for many things that you might want to study about humans, you can't simply afix a sensor to them. So, what might have been only accomplished through big data, or medium data methods a few years ago can now be loaded into memory (i.e. small data strategies).