Not everyone knew what they needed from big data, but everyone knew that they needed it. Just the prospect incited lust in product managers, advertising executives, and stock-market speculators. Data collection and retention were unregulated. Investors salivated over predictive analytics, the lucrative potential of steroidal pattern-matching, and the prospect of bringing machine-learning algorithms to the masses—or, at least, to Fortune 500 companies. Transparency for the masses wasn’t ideal: better that the masses not see what companies in the data space had on them.