As much data that can be possibly stored seems to be the goal.
http://databits-jf.blogspot.ca/2013/06/big-data-bd.html
http://cable.poly.edu/issue/spring-2012/news/faculty/see-ideas-changing-culture-data-provenance
http://jf-databits.blogspot.ca/2012/11/the-deep-web-and-deeppeep.html