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This is a guest post by David Hales, a fellow associate of the new complexity think-tank, Synthesis. David specialises in computational social science and here he provides a thought-provoking response to the rise in big data, and some of the more outlandish claims made about it. For a good example of the latter, see Chris Anderson's piece 'The Data Deluge Makes the Scientific Method Obsolete'. He makes some really relevant points for development big data initiatives.