I first heard of this 3 V's in a Michael Stonebreaker's talk[1]. For the uninitiated he's a legend in DBMS space, Turing award winner[2].

Highly recommend this and related talks by him, most of them are in YouTube.

[1] https://www.youtube.com/watch?v=KRcecxdGxvQ

[2] https://amturing.acm.org/award_winners/stonebraker_1172121.c...