The document discusses problems with traditional business intelligence (BI) reporting and proposes a different, more pervasive approach. It provides an example of how Westland Milk Products implemented a BI solution using a centralized data repository and Microsoft tools like Excel and SharePoint to provide self-serve access to consistent, timely data and reduce reliance on IT. The document also outlines new features in Microsoft's upcoming SQL Denali product that aim to improve data visualization, discovery and semantic modeling for BI.