“… research has now found that the vast majority of data stored in the cloud is “dark data”, meaning it is used once then never visited again. That means that all the memes and jokes and films that we love to share with friends and family – from “All your base are belong to us”, through Ryan Gosling saying “Hey Girl”, to Tim Walz with a piglet – are out there somewhere, sitting in a datacentre, using up energy…”