I was last of 8 speakers at a SciConData2016 breakout session. I was asked to be provocative, to wake folk up for the panel discussion that followed. The views expressed are my own, as are any errors, and not that of my lab's funders: JDRF, Wellcome Trust and National Institute of Health Research. Thanks to my boss, Prof John Todd for letting me come, my colleagues for covering for me (Helen Schuilenburg, James Heywood and Darren Cotterell), METADAC for discussions, and to my son Owen, for help with practising a new talk and fixing some of my weaker logical leaps.