You're not going to know what correlations are important and which are not until you study the data. Telling people to just collect the "important data" is like telling someone who has lost his keys just to go back to where he left them.
It's also more than a little insulting to FB and Yahoo to insist they are not web scale. The problem of small jobs on MR clusters is real, but even with small jobs, Hadoop turns out to be a lot more cost-effective than various other proprietary solutions which are your only real enterprise alternative. The problem of small MR jobs is being solved by things like Cloudera Impala, which can run on top of raw HDFS to perform interactive queries.