EXISTING ACADEMIC LITERATURE. CAN BIG DATA LEAD TO PRO-COMPETITIVE BENEFITS? Monetization of Data Subsidizes Free Products for Consumers. Improved Quality and Enhanced Innovation. Economic Characteristics of Big Data Protect Against Competitive Harm. DOES BIG DATA POSE HARM TO COMPETITION? Loss of Quality and Innovation. Harm to Privacy. Data-Driven Mergers and Data Driven Defenses. The Perceived Strength of Scale, Network Effects, and Barriers to Entry. IS ANTITRUST ENFORCEMENT THE RIGHT WAY TO REGULATE BIG DATA? Case Law Does Not Support the Contention that Big Data Is an Antitrust Problem. Big Data as Its Own Product Market. Consumer Protection Should Address Big Data Issues.