"Offers a powerful builder" is No. 5 in the list.
Really useful list to measure your partner against. Follow the link to see the other 9.
Features a powerful builder. BI solutions typically fall on one side of the spectrum: They are either very powerful, but very complex (e.g. Business Objects or Cognos), or they’re easy to use but not very powerful and provide reports that are simply “eye candy.” You must find a solution that’s a nice blend of both, where the product is easy to use. but is not limited and allows you to run complex reports.