Non-technical people don't query. They call me up, ask me to do a "quick report across the inventory db with the project cost data." I send it off to them. I

Non-technical people don't query. They call me up, ask me to do a "quick report across the inventory db with the project cost data." I send it off to them. If they like it, we push a report (maybe with a couple of parameters) into production. My gut is that we aren't lacking for good technical options in analytics and data warehousing. To be honest, the lion's share of my work in data warehousing is helping the users know what questions to ask. But there is lots of room and probably several excellent lifestyle to 8-digit businesses for good BI.