Big data can easily feel dispassionate. You’re drawing snippets of information from countless sources, bringing them all together, and parsing that body of data to find notable patterns and associations. It doesn’t care about feelings unless they can be reliably measured.
This is why plenty of people remain uncomfortable about the prospect of applying it to anything other than financial or campaign-related matters. Conventional wisdom resists the treatment of workers as utilities, and doesn’t like reducing productivity to simple facts and figures.