Another point is that while we technologists love to marvel at data science and machine learning, it still begs the question of what value does it bring to the business. Does the added responsibility of creating all the infrastructure and processes worth it to justify a 5% increase in conversion rates? As you say, even the dirty work has a cost and whether that cost is worth paying to find out that there's nothing you can do to improve the business. That's why all the massive multi-year central data warehouse cleansing type projects keep failing without yielding much value. There's just a lack of focus on delivering incremental value with these data projects.