This week at EMC world, the message was about change and redefinition. At first glance, this could be seen as a retread of a very familiar story with all the necessary storage showcase event checkboxes marked off. Data is growing, check. Organizations are demanding new ways to handle data, check. Mentions of software-defined storage, the cloud, and the Internet of Things, check, check, and check. But… as the announcements continued—especially during the second day and beyond—there was a resounding sense that this time it was different.