1) the data challenges of yesterday's internet giants are the data problems for just about every 21st century enterprise tomorrow. We're at the start of / in the midst of an irreversible data explosion.
2) Established players not taking new technologies and upstarts seriously is never evidence of the threat not being real. We know that on the contrary our industry is characterized by constant disruption where established players for whatever reason do not consistently stay at the front line of innovation and tend to get leapfrogged. (as an analogy Google+'s lurch into social may be akin to Oracle's lurch into nosql. Does that mean social was not real?)
Bottom line: It all depends on what you're doing. But more and more of us will be dealing with more and more complex data in the years to come. Of that, I'm certain.