Explore the evolution of data management and storage technologies in this thought-provoking conference talk from GOTO Aarhus 2014. Delve into the history of data organization, from the Elizabethan era to modern times, and critically examine popular industry analogies and buzzwords. Gain insights into the principles behind both old and new data management technologies, understanding how "post-relational" systems often draw from pre-relational concepts. Analyze the importance of data structure, schema, and the realities of organizational data usage over time. Learn to differentiate between truly innovative approaches and recycled ideas in data storage and retrieval. Discover how to make informed architecture decisions that avoid creating technical debt and ensure long-term system viability. Investigate topics such as performance, scalability, consistency, and the trade-offs involved in various database models, including relational and NoSQL systems.