More than anything this article convinces me that there is a bubble of Data Scientists (speaking as someone who as employed as a DS and quit one month ago to build his startup).
So for me it seems that Data Science is more a fad and company are hiring PhDs more for the sake of having an impressive data science team than for using advanced modelling tools.
I may be wrong of course, but Nathan mentions in his blog Netflix and Khan Academy. I guess Netflix can use data science to make recommendation system, and Khan Academy to gauge the level of the exercises they propose, and see if the progression curve of the students is right. Honestly, I don't see how this would need something particularly advanced in term of modelling.
EDIT: typos