because what big data is today is everything Hitler dreamed of, the Nazis would of loved Facebook and social networking. There is no way around this truth. The Nazis as Foucault himself explained, brought data collection technology of that era and society to such a level, with partners such as IBM, to literally carry out the Holocaust.
If Hitler was alive today, if the Nazis still existed today, they would of used Facebook to carry out genocide. Oh wait, that's right. Society is about ten times more complicated today and you don't even need to be fucking Adolf Hitler to carry out genocide. After all, if you want to carry out a successful genocide, you would carry it out silently, especially in this massively overpopulated world.
Anyways back to my point, its a technology that's the equivalent to what IBM was to Nazi Germany, that's what Datamining is. It's something that even today people are so apprehensive about, but more importantly, its the same medium that was used to carry out the Holocaust.