IIRC part of it is that the software itself can make connections between separate data sets. You're not just ingesting data about purchasing information and drug convictions and so on, you're getting automatic relationship detection. For example, figuring out that the cust_ss_num field in one dataset correlates to the conv_ssn_full field in another dataset, and knowing that those fields are the "SSN" field from a third dataset, and being able to automatically give you a view where those three datasets are correlated. This saves people having to go through every data set and manually map each field to each other equivalent field in each other related dataset.

I could be mistaken, but I think this is how it was explained to me originally.