I think you might misinterpret what I wrote. What I meant is th

only the handful companes with huge amount of data, such as google, twitter, facebook etc, are qualified in the realm of "big data".  Look at amount of the search, tweets, and photo sharing at those companies. 

Of course all the business could utilize the "big data" technologies.  It is more like adding some unstructure data processing on top of existing BI and data warehouse in place.

A lot of startups are using the buzz word of "big data" nowdays, well, I call that bs.  The real innovator is google period.