From my experience report viewers no longer want to view pre-canned reports, except maybe for state reporting and such.
They want to interact with the data.
They want to pick and choose dimensions and measures.
What if I slice by this field?
And what if I add this date range measure?
And how come this number doesn't look right?
Can you add these new fields to the data set?
And that's where IT comes in.
Set up the infrastructure, understand the data to create Models, maintain user permissions and such.
IT still has a role in the data, except the users want self service to take data on the go, mobile, etc.
Data is evolving, traditional reports have a value, but the self service train is taking off.
Get on board or get left behind.