Here’s an idea. Stop promoting the profession as science when it is not. Until data “science” can come to terms with that fact it will needlessly alienate many people who would otherwise consider a career in the field. For the people who are truly passionate about science, realizing, often after they have invested a significant amount of time and money, that they are not actually doing science is a huge disappointment. For many others just seeing the word “science” attached to something puts it in the no column in terms of a future career. In this case that should not be happening since this is not a career in science they would be pursuing. It is no value judgement (good or bad) to say data “science” is not science, it is simply the fact of the matter. The sooner this is made clear to everyone the better.