Next generation Business Intelligence

In this commercial for SAP Business Warehouse generation one zillion42, they claim as they did in the previous one zillion41 generations, now for the first time data can be combined to make astonishing revelations never possible before. Give the guys a few more years and they claim the same thing for the onezillion43rd time. To be fair all the other big guys do the same thing. When will these superduper data or business warehouses, data lakes, landing zones be on par with my 2006 generation 2 Data Warehouse? I suspect it will take some time, all these data warehouses have one intrinsic problem, the data model, you know these extended snowflake Kimball superduper cubes, that makes it complex to develop apps, slow to retrieve and super slow to update the information. Have you ever followed the data from source systems to useful applications in the monolithic data warehouse systems of the big guys? If not do that and then ask yourself, can this not be done simpler, faster and more cost effective? Addressing this may create the real next generation of Business Intelligence.  But still the big guys are patching on data models conceived in the 1970ties.