METADATA has a meaning. It defines the column characteristics and use help text associated. Think as "standing" on a row, in a column, what is the definition of that spot.
DATA defines the other items on that same "row".
Someone started to talk about a picture, that date, time and location of that picture is the METADATA. It is not, is the DATA on the same row storing the blob called picture. NSA is using this same misinformation to minimize the from number, to number, start time and duration of the call.