You are welcome John! It is surprising the number of 're-naming' ideas I have been offered, someone offered 'data analysis' someone else 'business analysis'... even if my point was mostly conceptual, I agree that business intelligence was born with the insight-driven mindset initially, but unfortunately seems to have been made a synonym for '(advanced) reporting', which was not the idea. I guess that it's only human the tendency to hide behind the data / complexity over and over again?