I think "Big Data" demand is going to continue to spike for a while now, but a lot of the big data projects I see these days seem somewhat aimless: "We're going to aggregate and analyze a ton of data, and then somehow that's going to provide a revelation that we're going to act on and make/save a ton of money."
We already know what happens when companies do this kind of introspection - obvious problems are confirmed, and in most instances are either too difficult to fix, or any change wouldn't be cost effective.
In my opinion, the "Big Data" demand is simply being driven by modern business managers who have an unhealthy lust for statistics. While I can't deny that there are some amazing applications of "Big Data" out there, a lot of what I'm seeing makes me say to myself "You wouldn't know what to do with that information, even if you had it."