Dollars to donuts, this stuff always seems to be in that enterprise buzzword laden minefield of trendy make-work. There seems to be a tremendous amount of money and energy behind it for some reason, though.

I've seen some customers of ours being quoted six and seven figure prices by their internal data science teams to essentially slurp and transform a handful of SQL tables. It's the kind of thing that shouldn't cost six or seven hours to write the code for.