I have extensively used the more basic web analytics tool (WebTrends, Site catalyst, Google Analytics, Coremetrics etc.) as well as the more sophisticated OLAP tools (E.g. Business Objects, Microstrategy) and see the advantage. DAx (Digital Analytix) lays between these groups on a spectrum with out of the box solutions and less customizable (basic web analytics tools) at one end and on the other end highly customizable but more infrastructure investments (OLAP tools). DAx is closer to the more robust OLAP tools in capability and features, but doesn't require the cost and work associated with software and hardware ownership, which (having been an owner of the work involved) is a big benefit in my opinion.