Big data is indeed a buzzword but it is one that is frankly under-hyped.
It's nice that psychedelic music is kind of a buzzword. When I started with Vincent Black Shadow, stoner-rock was getting big, but it was more of a riff-oriented thing. Now people are starting to get into the 60's-Pink Floyd-acid-pop viewpoint.
Despite more than a year of spittle-flecked fury at Hillary Clinton for using a private email server, most [Donald] Trump voters probably don't even know what a private server is. Nor do they care. It was just a buzzword that somehow meant Hillary was a crook.