The specific cause of the bogglation is the “Interactive Reporting” feature, which you can take for a test drive here. Click on the “Interactive Reports” tab and then poke the “View Customized Interactive Reports” button. Integrating Flashback Query (click on the little cog wheel) is a little stroke of genius, and a testament to the integration of ApEx with Oracle’s core features, and I think the ApEx developers must be having far too much fun with this project.
We’re standing up ApEx v3 here for managing reference data as soon as we can get the development environment available (shouldn’t be many more months now!) and the new features of 3.1 seem pretty compelling. Interactive Reporting, PDF’s and Emailing Attachments are a powerful combination.
I am also amused that Oracle not only has added another reporting tool to its stable, but that it shares a common name with Oracle’s Hyperion Interactive Reporting — is anyone Googling these names before they assign them?