The HBR has named the emerging practice of sifting through data to find hidden, below-the-surface meaning and otherwise extrapolate underlying knowledge the "sexiest" job of the new century. But while we love Big Data here at PopSci (we dedicated a whole issue to last year), we're going to have to argue semantics here. Data scientists are certainly in demand (you might even get away with calling it a "hot" profession), but unfortunately that's not what "sexy" means. It's an interesting piece, nonetheless. Read it here.