Metadata are data describing other data (semantically data about data). It's the information which allows to recognize the collected data. For example the most common metadata are the backup date, the size and author of a file... all the information allowing you to identify and locate the data in due time (it can be a document, an audio file, an image, in theory any kind of collected information).
Our cavemen ancestors were all about foraging. Times were tough and to survive one needed to go hunt or search for plants. We've come a long way since then of course, but a small part of us still reacts pretty much the same way. We consider accumulation as a richess. But what is true for more traditional assets such as gold is not necessarily true for modern business assets such as data.
To truly leverage the potential of data, organisations must find methods to literally push pertinent data on the desk of the business decision makers. The first step towards this dissemination of data is to enable customisation. But what exactly does this have to do with time travel?