I referenced the "When a measure becomes a goal it stops being a good measure" thing earlier this week but I just want to revisit it - apparently at length - because there's actually a meta-layer to the problem: Measuring has itself been a goal for a long time...
What is data if not points of measure, right? Well, remember Big Data? That was more than 10 years ago. Smart people warned even then about over-valuing data as a thing unto itself but, well *gestures at everything*...