The interest in dynamic data warehousing (DDW) is growing significantly. A sure sign that the virtual brand has reached take-off speed is claims by bloggers that they did not get enough credit for coining the concept, viral brand or idea. For example, Dan Linstedt recently went on what he described as a "rant" about "dynamic data warehousing."1

In the course of his polemic, Dan is kind enough to say that I am a friend - I hope that is still the case when he is done reading this. He adds that I have provided useful background on dynamic data warehousing in a related publication.2 Thus, my esteem for his good judgment is high, his rant is an excellent one, and it deserves a considered reply.

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