In all seriousness, why can't data science simply be about applying the scientific method in the realm of data analysis? It doesn't need to be conflated with machine learning, BI, SQL, etc. It can just be about approaching data analysis with scientific rigor.
My opinion is that the term data science evolved when we started needing cross-functional people who are a blend of:
- domain experts;
- numerical/quantitative specialists (such as statisticians, mathematicians, physicists, STEM people);
- business analysts, business intelligence; and,
- those who traditionally deal with data management, platforms and tools.
That confluence of people was needed amidst the related trends:
- increased government funding for STEM education and brain research;
- marketing from companies such as IBM ("Watson"), the democratization of data and increase in the use of data in daily life;
- the big data wave, subsequent interest in "internet of things" and "digital transformation";
- renewed interest in machine learning and AI (recurrent neural networks and other breakthroughs);
- and others of course..
We needed to apply more discipline to data analysis - thus data science was born. A formalizing of what many were already doing, to capture the need and changing paradigm. Or so I like to believe.