Just dumping data into a single repository doesn’t mean that it’s now magically easy to use. But dismissing data lakes altogether is “throwing the baby out with the bathwater.” Where I think they’ve missed the opportunity is that they don’t talk about how things move forwards. Logical Data Warehouses (LDW, described by Gartner in the Magic Quadrant for Data Warehouse Database Management Systems) are not the answer either. They have been the norm in most decent EDW programs for many years but it still isn’t giving the agility, flexibility and access to “all data” that a data lake approach can give. What is needed is hybrid approach that the business to blend different approaches based on their requirements – the “Business” Data Lake.