There's a lot of hype and interest out there on Business Analytics and from the small room in the back of the building, Business Analytics is certainly well in the mainstream. Every CFO and CIO talks about Business Analytics and wants to make Business Analytics "real" for their organization. Consulting organizations (like IBM) are clearly making Business Analytics a focus area and investing heavily. There seems to be many success stories and all seems to be good. Here's my question... is this a fad or do you think Business Analytics will define the next 15 years and beyond for our industry?