The Big Data Hoax That Wasn't` highlights the misconception that big data is not powerful or effective due to the hype surrounding its use. The article argues that true big data analytics involves working with a mix of structured and unstructured data from various sources, which can provide valuable insights for businesses. However, many organizations struggle with handling diverse data types and lack the flexibility to adapt to new data inputs, leading to frustration with big data projects. The author emphasizes that it's not about collecting large amounts of data, but rather about extracting intelligence from it, and companies should focus on achieving specific goals through targeted analytics. Real-world examples, such as a Texas city using big data to analyze growth patterns, demonstrate the potential of big data in driving business transformation.