The subject of BI has turned into pure BS. New terms have replaced old ones but the underlying meaning is absolutely the same. A long time ago, in a galaxy not so far away senior management were always dependent on knowing as much about their business as possible; in those days the process was simply called "reporting". Other than the name BI is nothing new; the fact people are acting as if it's the greatest discovery of the century is funny.

The biggest challenge with BI is the attitudes of technical staff who do not understand business reporting and who are frustrated dealing with integration issues; the techies don't seem to realize that their paychecks are 100% based on the decisions management makes using BI. There is no reason for BI vendors to market to the tech crowd as they will have to deal with the system regardless of it's technical merits.