Just like you can't randomly understand the fundamentals of software engineering like data structures & algorithms without first studying the concepts directly.
Hey I'm totally fine if people don't like what they're reading though. It gives me a competitive edge for any company I work for if everyone else is against the idea. ;)
I work with extremely large data sets. Yay. I can call myself a Data Scientist to be in vogue and gain "competitive edge" with people who care about the name I call myself instead of what I'm capable of. I can emphasize that I didn't just "pick up" things randomly, but that I got an abstract mathematics degree. But I'd prefer to be known by what I can do, not my particular label.
"No, no I'm not a programmer, I'm an engineer, which gives me a competitive advantage!" -- Whatever, how well can you code?
I wouldn't have known this about myself before working with and seeing what they do firsthand of course. That's kind of my main point.
What makes you so sure that "Biz Intelligence" folks aren't doing that?