All the classic signs are there: you can eat buffet dinners all 52 weeks a year at Big Data conferences, Big Datatag lines are now common in emails from industry analysts, and even investment bankers are tossing around the phrase.
Ulevitch's hacker paranoia inspired him to add an extra security feature: All DNS servers tagdata with one random number (from 1 to 65, 000) to enable servers to recognize the right piece of data at the right time.