Data warehouse and self-service BI tools: friends or foes?

Looking at the BI market place today, a lot of products and vendors are telling us that we don’t need data warehouses to create those flashy and easy-to-use reports and dashboards. Although from a technical point of view this statement could be valid, in the real world you are not only using the data warehouse to gather information in one location. In the real world we see that a data warehouse does much more than that.