Why call a site "data expedition"?

I'm not a writer, I'm not good at designing a story flow that builds up tension over time and finally ends with a climax. But lets put it that way:

Many companies want to sell their data analytics solutions to you. And their marketing very often sings a song of "You can do everything with it, you just have to know what you are looking for.".

And thats the problem.

Often, when I start a pet data analysis project, i just dont know what I am look for. Sometimes its jsut curiosity that drives me, sometimes its skeptisim because a stumble upon something sold to me as a fact I cannot believe, or simply the challenge of peeking into some data that i believe is worth peeking into.

If youre lucky, then you know the phenomenon that you are going to chase while diving into the data.

But lets assume for a moment, that you already have a "main quest", a phenomenon of interest that requires investigation. So you start with a dataset, your subject of analysis, and before any actual analysis happens, hypothesis about what one expects to find and where it will be in the dataset.

But while investigating the subject of analysis, you -- almost always -- discover that the relevant information neither is located nor shaped as you expected it to be.