We are a specialty big data consulting firm, helping businesses stay competitive through the leveraging of information. To us, the big data revolution is not about the explosion in the quantity or generation rate of datasets. It perhaps is also not about rapid surges in storage and computational capacity. The real revolution is the proliferating use of quantification based decision making made possible by the adoption of advanced scientific and computational methods. The mathematical description of the fundamental forces of nature is inherently redundant, giving rise to what has come to be called "gauge symmetry". Our name owes its inspiration to this most elemental aspect of creation. It is by no means an accident that, many a times, the most beautiful and elegant insights from data present themselves as redundancies.