I think (especially for tech companies) the data driven approach is starting to just feel more comfortable. It is what you are "supposed to do." If you are in tech/data it is easy to sit down at your keyboard and query a database looking for something to support your theory. (Or ask someone else to do this for you). It feels harder to talk to a bunch of customers, record the results, and study and make sense of what they said... AND that also feels less sophisticated like something "anybody" could do.

People want to see predictive models and fancy charts not tabulated customer data manually and try to find signal in a bunch of noise - when a signal might not even exist.