Mark Madsen is blogging about Operational BI. Operational BI just means that BI is more accessible to end users.
Vendors in the business intelligence and enterprise applications market have been talking a lot about operational BI, making BI pervasive and active/dynamic data warehousing. They're responding to the need businesses have for up-to-date information at the point of use so decisions can be made more quickly or tasks can be done more effectively.
Making operational BI a reality will require two things: front-end tools that address the specific interface needs at the point of usage, and a metadata-driven query layer that isn't tied to a specific UI.
Mark goes on to note that we wont likely see any of the predominant BI vendors adopt either of these two things. Why? Inertia. The article is a good read, and I recommend it because it explains the problem very well.
I believe there is a a market for a metadata-driven query layer. Something like this would be complex, but as I've said before, I believe the talent and tools exist, they just aren't focused.