I received an email the other day. It was carefully crafted, and was obviously intended to sound like it was written especially to me. It lost me, however, in the first two words: "Dear Tannis00". Dirty Data lost the sale.
When it comes right down to it, data is an asset. It has value just like a chair or a desk. If you caught an employee sawing off the corner of his desk because he kept bumping into it, you would be upset. Cutting corners with Data is no different.