I'm biased, as my entire job is building those systems so many people refer to as "big data" - but the marketing is terrible. The technology itself is quite good, and makes a huge amount of sense. The problem is, companies traditionally used to doing data stuff for large corporations (ie, EMC, Oracle) are pissing themselves. This destroys their entire business model - so they're flooding the market with crap trying to avoid losing absolute boatloads of money and accounts to these technologies.
Talk about big data with those companies all you like, and they won't mention the actual reason hadoop and the like are a big deal:
1- It's all open source. Don't wanna pay? Self support.
2- It's all designed to run on the cheapest commodity hardware you can find. Why buy appliances with huge markups?
This has companies used to huge margins on appliances and software shitting themselves. They tried FUD with single point of failure stuff, and now that that's solved, they're stuffing infiniband into custom rack designs and saying how much better it is. Meanwhile you can buy 4x the gear for that same price.
Is it a buzzword? Yup. Is it saturated with marketing? Yup. Is it a stupid idea? Hell no.