The document discusses the evolving relationship between data warehouse (DW) and Hadoop implementations. It notes that DW vendors are incorporating Hadoop capabilities while the Hadoop ecosystem is growing to include more DW-like functions. Major DW vendors will likely continue playing a key role by acquiring successful new entrants or incorporating their technologies. The optimal approach involves a hybrid model that leverages the strengths of DWs and Hadoop, with queries determining where data resides and processing occurs. SQL-on-Hadoop architectures aim to bridge the two worlds by bringing SQL and DW tools to Hadoop.