I think most people don't have big data (Amazon has an x1 with 4 TB of RAM, after all!) but there's no shame in that. I'll use a big machine for grid search or other embarrassingly parallelizable stuff, but I can confirm that Spark is usually a bad tool for actual ML unless you use one of their out-of-the-box algos. Even then, tuning the cluster on EMR with YARN is a pain, especially for pyspark. There's a gap, I think, between the inflated expectations of "I'm going to get general AI in 5 years and CHANGE THE WORLD" and "this K-means clustering will be a good way to explore our reviews", but somewhere in the middle there is actual value.
(I also hate that "AI" is becoming the new hype-train; I don't consider anything of what I do to be "AI", but you have people calling CNNs or even non-deep-learning models "AI"). This is only going to result in inflated expectations- DS practitioners have to communicate the value without hype, and also find a way to weed out charlatans.