Agreed, it is all about the incremental _____ a data wizard/scientist provides. However, I'd extend incremental to include:

• Being the SME who helps the sales people close new business even the the SME has no dollar stamped on their forehead.
• Writing well about a variety of data topics including hardware, software, analytic methods and analytic case studies.
• Cache, a big deal to some companies but perhaps not a very interesting or maybe even long term job.
• And this last one is the hardest to quantify, but the prevention of future problems.