When I think of big data, the first thing that pops into my head is Insurance Actuarial tables, and that's not interesting to me. Are statistics suddenly the hottest and most interesting thing in the world because we can run experiments over larger datasets? Maybe, but I think that most engineers capable of doing the kinds of analysis these firms want would be better suited to harder problems.
Don't get me wrong, data analysis is important, I just wonder if the IEEE has a duty to encourage organizations like this or if they should be trying to influence kids back towards the "hard" engineering practices.
To be honest, as long as people are doing something that makes them happy, I'm not one to judge, but I do think there's something to be said for attacking things that are harder than statistics.