I agree with your comment above.

Big data needs big money (for data collection and data processing). Only governments or big corporates can afford to the technologies in big data. The big fish do not have interests of small fish in their mind.

Small is beautiful and fulfilling for those living 'inside' the environment/farm/forest/river/sea where Nature reveals her phenomena in details (by physical laws). They have advantage of seeing or experiencing things as they are along their development path.