This reminds me of my company. The IT department is also calling itself "Digital" now and they are pushing themselves more and more into all company divisions. But they are managed by people who don't have passion for or understanding of technology. Sometimes it feels like the leadership is afraid of technology.

They just know that "Digital" and "Big Data" are big now and they have to get into it. It reminds me of the internet bubble times when lots of companies did "internet" without knowing what it really means.