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No, because sometimes the scaling is just taking place on the amount of data and cpu/storage/RAM side, but the analysis isn't changing so much as it's required to work in real-time with massive throughput. And other times, metadata must be used to structure the data into a more useful form. And on the analytical end, with all this tremendous data captured, we may need to device new algorithms to come to more accurate conclusions. So analytics may be different, but it's not scaling big, like the data is.