It's no longer the case that personal context and helpless happenstance defines your educational freedom (you were born on a farm so you better learn to grow corn). Big data has opened doors (arguably every door) for students to explore any personal interest or passion under the sun... perhaps even beyond, and the revolution doesn't end with students.
Teachers are also experiencing a data-driven paradigm shift, allowing them to guide students along their unique path of interest, while making data-informed decisions about how to appeal to unique learning styles. There's no longer a good excuse for pushing technology aside. Analytics and big data can allow students to explore WHAT matters to them, while providing teachers the tools for deciding HOW best to get them there.