The old saw about business intelligence (BI) technology is that it was only as effective as the data it analyzed. True but incomplete. The trend today is for an increasing number of organizations to discover that BI technology is as effective as the ability of the targeted user to meaningfully interpret what the software's front end presents from that high-quality data store. What trends and impacts around this class of technology might emerge out of this recognition? They might have more to do with people than actual technology.