Dave is right about data sewage. I often tell folks that ETL is the equivalent of a sewer/water treatment plant.  😀

There's a lot of folks that like to fling the Data Scientist and other titles around. But the problem with many of the "citizens" and "amateurs" is they don't know much, they don't know what they don't know and they get offended when a professional tries to offer guidance. Even though the tools are better/easier and information is much more available we work in a field that requires time and hard work to master.  It gets to the point I don't volunteer advice much, I just point them to sites and make appropriate noises.

And the other issue is the promotion of  "Big Data" and "Data Science" by those selling books and conferences. And some of the lower-end tools that aren't suitable for handling anything other than small data sets and "toy" examples. Lots of snake-oil out there...