This document discusses the hype around big data and argues that theories, hypotheses, and models are still needed to make data meaningful. It presents the view that bigger data does not change the fact that data does not speak for itself and that the scientific method is not obsolete. Examples from cancer genomics research are provided to illustrate how the author uses large datasets but still relies on modeling and established scientific principles to study genetic variations in cancer, cancer evolution, heterogeneity within and between tumors, and tumor tissue context. The future of this research is outlined as integrating pan-cancer analyses of thousands of genomes and tissues to characterize patterns across cancers and correlate genomic, spatial, and clinical features.