Why to use #Tabular in Analysis Services 2012 #ssas

A few months ago I gave a speech at SQLBits 9 comparing Vertipaq vs. OLAP (you can watch session recording here), which I repeated a few times in other conferences and webcasts. The title was intentionally provocative but it contained an explanation of the real content - in fact it is "Vertipaq vs OLAP: Change Your Data Modeling Approach". In these days I'm realizing how huge the impact of this technology will be, and how I just scratched the surface of this revolution happening in the BI Modeling world. Regardless you watched the session or not (and you may have another good reason to do that after reading this post), let's try to see what's happening from another point of view.