In early January 2012, the world of big data was treated to an interesting series of product releases, press announcements, and blog posts about Hadoop versions. To begin with, we had the announcement of Apache version 1.0 at long last, in a press release. Although there were grumblings here and there in the twittersphere that changes to release numbers are meaningless, my discussions with Gartner’s enterprise customers indicate otherwise. Products with release numbers like 0.20.2 make the hair on Procurement’s neck stand on end, and as Hadoop begins to get mainstream attention (Gartner’s clients, see Hype Cycle for Data Management 2011), IT architects and executives find such optics quite important. Hadoop is moving beyond pioneers like Amazon, Yahoo! and LinkedIn into shops like JP Morgan Chase, and they pay attention to such things.