As for the understanding of the data and its inherent value to the business, I tend to feel that it is not the data professionals who underestimate its worth, or at least its importance. It is often higher up the hierarchy where they completely lack the understanding of the effect on the business should their data disappear.

This can be seen when the sales data warehouse which supplies management with the details of completed sales is considered more important than the sales/orders and stock control data. Lose the first and you lose the ability to refine business decisions for a limited time. Lose the second and the business loses their income.