Seems like lately some of the trade pubs have been a bit short of copy and have turned to the (self-styled) "industry gurus" to fill up what otherwise might be white space. The last few months are a case in point. My stack of guru-inspired documents--including articles, press releases, "white papers" (I often think of them as whiteWASH papers, etc.),--measures about 5" high just from stuff printed since the first of January. Sure, I save 'em. You never know when a bit of plagiarism might come in handy. This article is for those of you who cannot (or choose not to) afford the sometimes substantial fees the gurus charge for their oracular visions. (No, this is not an ad for Larry Ellison, either.) So what, you may well ask, are the gurus of data warehousing telling us? I'm here to tell you--for free! The names will be changed, however, to protect the innocent against "being misunderstood" and me against libel.

Our first guru, Ayntit Devine, says that data warehouse budgets are on the decline--"a downward turn expected to continue among Global 3000 companies." Wow, this is really a killer projection. FLAG TO VENDORS--quit investing money in new data warehousing products and services. It doesn't make sense to invest in a declining market.

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