The lack of thinking is somewhat appalling. I am a "data scientist". I came from one of the science fields that understands data, high energy particle physics. People are often surprised when I tell them that their fancy map-reduce tools are not particularly interesting when it comes to actually understanding your data. The tools are not interesting. Do you hear that "big data" conference organizers. Too little time is spent understanding what the data is telling and how do you know that it is telling you that and not something else.
Making sense of data takes knowledge and common sense. Qualifications I often find lacking in many of the job candidates I've interviewed. They know how to run the latest tool, but can't explain what the results mean when they get them.