Every time I see a report from a company or analyst I think, "Great. Another company trying to sell me something." Is it a security company pitching the risks of global cyberterrorism? Is it a small developer tool startup trying to break into the spotlight for a brief moment?
While data can be quite useful, I often approach the reports from a skeptical point of view. To be honest, I've been on both sides of those reports, both as someone trying to understand an industry, a technology, or the trends around me AND as a creator of reports, especially back when I was the CEO of a small developer tools company trying to break into the spotlight. :)