Big data - big mistakes?

A great article from the Financial Times on the use of Big Data and the projected 'End of Theory'.  In particular, the locational bias should be of interest to GIS peeps looking to use Big Data (especially as the article puts it - found Big Data).

http://www.ft.com/cms/s/2/21a6e7d8-b479-11e3-a09a-00144feabdc0.html#axzz2xrsWdbOW