We just wrapped a productive conversation with Jeff Dachis and Matt Meents around “big data” and the business of scaling social. Perhaps the most cogent realization: Psychology is a much bigger obstacle than infrastructure.

We're in an age where data overwhelms those who might do something with it. The technical challenges of accessing, filtering and displaying data are just that, technical. Tasks to be overcome. Important and expensive infrastructure, but no more than infrastructure.

The big fear behind big data isn't getting or organizing data, it's doing something as a result.

Engaging with humans is much more important than engaging with data. And much scarier.

Which will you choose to do?