The truth is, people don’t think about the (storage) consumption side and the additional resources necessary for storage, backup, archive, etc. I do because my business is managing this. I believe that there is simply this large “assumption” mindset out there that its all taken care of and doesn’t really cost anything (or the cost is built into the process/price somewhere). Until the connection is made (that there is a storage cost to this) there is no motive to reduce the amount of data one generates. Even so, any reduction in one area of data growth would surely be overshadowed by some other net-new application in another area. Maybe someday the collective pain (cost) of many users (individuals, businesses, corporations (or departments within them)) will help drive down consumption just enough to keep the overall storage growth curve at some reasonable trend so that all of this somehow works out. Makes me wonder what it will be like 10 years from now. Fifty years, don’t want to think about it.