A startup called SiSense says it will break computing records today by crunching 10 terabytes of data on a $10,000 machine in a matter of seconds — all on a single server node.

CTO Eldad Farkash (pictured, left) will analyze all that data on an off-the-shelf Dell server at the O’Reilly Strata Big Data Conference this week. The goal is to prove to the attendees (a mixed bag of data scientists, IT execs, engineers and entrepreneurs) that they don’t need to invest millions of dollars for a database solution from a competing vendor like SAP.

“Our mission is to show that companies don’t need to architect a complex and expensive system to crunch data,” said Bruno Aziza, SiSense’s vice president of Marketing, in an interview.

Aziza recently threw cold water on the “big data” hype, arguing in a guest post that the “market is flawed.” He made the case that the vast majority of companies will only need to crunch between 0.5 terabytes to 40 terabytes of data, so they shouldn’t worry about setting up complex clusters and distributed environments that are designed for pedabyte-scale data.

The Israeli company works with large customers like Yahoo and Target, but specializes in small to medium sized businesses. It’s flagship “big data” analytics product Prism can connect to any existing data source, it can process about 100 times more data than RAM based in-memory solutions, and it can be deployed immediately.

The ability to crunch data in a matter of seconds is viewed as a competitive edge. Most famously, Obama’s team of backroom quants powered the campaign to victory by putting data-driven insights to use.

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