The term "big data" reached its peak on Google Trends back in 2015. Organizations were harvesting more data than ever before and needed to store it in a cost-effective way, which may be searches for "Hadoop" also reached a peak on Google Trends that same year. But by 2018, things have shifted. The three big Hadoop vendors -- Cloudera, Hortonworks, and MapR, no longer promote themselves as Hadoop providers. At the Gartner Data Analytics Summit this spring, Research VP Merv Adrian pointed out that none of those vendors even had the word Hadoop in their booth displays at the event.