Jeff Lilly's most recent article raises a lot of questions about the assumptions we make when it comes to the relationship between knowing the facts and actually understanding what those facts can tell us. It turns out that huge stockpiles of consumers' personal information, known as "Big Data," might not be the Holy Grail that the tech industry would like it to be. Persistent cultural biases can blind us to unexpected interpretations, or even lead us to see patterns where none exist at all. But what does that mean for the rest of us? For those of us more likely to be on the receiving end of Big Data-driven marketing strategies and social media algorithms, the limits of Big Data are both a blessing and a warning. How will these new insights change the way we think about our online lives?