Why big data companies are focusing on "SQL on Hadoop"?

The hosting companies who earns money through rental of infrastructure say the cloud is more cost-efficient despite leading-edge technology. Oh, really? I acknowledge the technology and its advantages, but I think it's unwholesome in terms of business and marketing.

Similarly, Big Data companies doing the same approach in the traditional DW market. I think that's why big data companies are focusing on "SQL on Hadoop". Now the original meaning of Big Data analytics has faded out. I acknowledge the technology and its advantages, but I dislike their unwholesome aims.

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