Here is the whole paragraph. I am very confused that what does the "bother" here mean. Does that mean "we" are very unhappy to treat
The second quality of big data is its embrace of messiness. Looking at vastly more data permits us to loosen up our desire for exactitude. Remember, when we only quantified a little, we had to treat what we did bother to measure as precisely as possible. In contrast, big data is often messy and of varying quality