In this talk, we will explore the concept of #NoDataWarehouse and address the confusion around data terms in the context of modern enterprise data management. We will delve into the history of data modelling and databases, discussing the different types of systems, such as OLAP and OLTP, and their relevance in today's ever-changing data landscape. Furthermore, we will examine the impact of Microsoft, Google and Snowflake. Innovations, including Google App Engine and BigQuery and the influence of MapReduce, BigTable & Dremel white paper, in shaping the world of data management.