IDC recognized the issue of "more and more data" and applied the concept of the "Perfect Storm". 

IDC describe the concept of the "Perfect Storm" as a combination of three issues:

• More & More data
• The increased complexity of decisions
• The increased pace of decision making – i.e. needing to make decisions faster

So it is not just the fact that we have more and more data, but we have to make more complex decisions and we have to make them faster.
 
The "(...) Perfect Storm will drive companies to make a quantum leap in their use of and sophistication in analytics."

Source: Taming Information Chaos, An IDC White Paper, Nov 2007