Data Science vs. Sexy

Data Science and Big Data are indisputanble the most overhyped buzzwords that ever existed in the data analytics sector. We had BI, Data Mining, MIS and OLAP etc.. But when it comes to solution vendors, consultants and so called industry analysts exaggerating the significance of a development in the "data industry" nothing beats Big Data and Data Science. Data analytics to me quite simplified means everything regarding extracting, processing and analysis of data. Specificly the processing part can be really tedious, and yes, at times boring. And suddenly this whole thing is supposed to be sexy, because new terms have been introduced? (http://hbr.org/2012/10/data-scientist-the-sexiest-job-of-the-21st-century/ar/1)

To me data analysis isn't very sexy. There are these "BOOM-moments", when after a lengthy and exhausting data processing phase further analysis yields fascinating insights. I am talking about the times when the results of a hypothsis test tell you whtether or not your newest recommender engine works or not. When you don't need a "decision-maker" because the decision to make is so obvious since the numbers tell such a distinct story. But sexy? Rather not. At least I haven't had the luck to experience anything "sexy" about data analysis.