Back when we were doing DB2 at IBM, there was an important older product called IMS which brought significant revenue. With another database product coming (based on relational technology), IBM did not want any cannibalization of the existing revenue stream. Hence we coined the phrase “dual database strategy” to justify the need for both DBMS products. In a similar vain, several vendors are concocting all kinds of terms and strategies to justify newer products under the banner of Big Data.