Most data governance organizational activities and processes have traditionally been focused on the infrastructure efforts to create and maintain the most accurate and trusted critical data possible. The efforts of data content owners, data custodians and data stewards are critical to achieve the most accurate, complete and timely data possible. There is no question that all those efforts are essential. Yet, why do we invest all that time, resources, money, and technology? The answers can be summarized as we invest all that effort to have the best data available for all the business and analytical usages needed by our data consumers.