People are big data too. But only when they engage with the digital world via decades-old desktop monitors. That’s when arched doorways open to the big data superhighway (watch out for elephants!).
Those who have “transitioned” from meatspace to bigdataspace often carry briefcases that contain little amounts of data in a sea of bigger data.
So who are the ghosts in our machines? We are. Go now and walk that binary/fishnetty lane in peace. Your desktops have set you free.