@Bas: It looks like it's somewhat like how the fancy BI tools in SQL Server work. It assumes that you have somebody on the back end putting denormalized views on your data into a reporting warehouse. It takes some work to do, but in the end you can have a warehouse of data that non-technical people can drag and drop onto a canvas and do analysis without having to have any report writing expertise. It's kind of like producing data Lego bricks (or Duplo, depending on your audience).