The hype cycle around every minor innovation in data storage and data science can lead to technology and technique crushes that drift us from the critical business goals. In this talk we'll talk about concrete examples of business demands at The New York Times and how that affected our technology choices. Also, how to effectively roll out a new stack in an environment that spans 40 years of data storage systems and siloed social structure. Dirty laundry will be aired... Bubbles will be burst.