True. You're much more likely to apply data management fundamentals in a project than optimize impala queries on petabytes of user data. If you're a 10-50 person startup...maybe even a 200 person startup, what core/critical internal problems can you think of that would require such large scale computing? Would you allocate precious resources to a 'big data' team to monitor your logs or user activity? You most likely wouldn't need to. For the most part, only the big companies deal with that much data and only a handful of people would be in charge of managing it.

Edit: I also don't want to sound close minded or rule out an era where every company, large or small, will have TB's of data on their hands. I just haven't seen any indications that we're going in that direction.