I like data in the same way that I like snow. It's nice that it's there but it's what one does with it that's fun (which is your point mostly).

What I do like doing is being able to help people with reports — how many x were born in y per month last year? Trend analysis and data-mining, too.

While designing DBs and servers is enjoyable in the solving-a-puzzle-sort-of-way, it is the turning of data into information (which I define as the answer to a question) that gives me job satisfaction and drives me to be able to do more with databases and cubes, faster and better.