What I've found, is that it seems a lot of people just can't wrap their minds around this, so they reject it and assume it isn't as bad as it really is. Even when told how bad it really is, they just kind of glaze over and nod.
You don't build a billion dollar data-center unless you are storing insane loads of data. Data on that scale only exists as an aggregate of personal communication.
I personally can't understand why this isn't the only thing we are talking about.