How Effective Is Big Data?

I find myself sometimes logging out of Google search, because I want to see the objective. So that raises a whole another question about how effective big data is. And about the lines that are being crossed along the way, which is privacy. When I hear people complain about privacy, I tell them, look, your privacy is gone already. Nobody knows anything. They passed on Star Wars. No one wants to make it. People think Indiana Jones was 12 studios said no to it. He has 100 examples of all these blockbuster films that left to the studio test and left to the big data people. Right.