I'm going to say yes to this.

My reasoning is that it gets people thinking about data in new ways even if it does produce a circular story.  It stops you wearing holes in the same old path.  

The reality is that many organisations only scratch the surface with the potential of "small data".  The message "you don't need Big Data" is as popular as Piers Morgan at a NRA shooting party.  What you need to do is embrace the tech, get it on your CV, and then when the C levels have realised that the cost of a Big Data solution is vast, especially compared to it's likely ROI, you will look like a forward thinking superhero for being able to cope for only a "slight increment" on your current budget.
Play the game.  Don't stress out over the futility of it all, just milk it for the amusement factor.