[civild]

Both, really. I work as a consultant for a company that provides consultancy for clients that use ETL products (software/'appliances' etc).

Your second comment is true, however the DW industry has in the last year figured this out and started to embrace the "Big Data" movement. Informatica (the largest player in the DW space according to Gartner) added HDFS connectors to its latest release, for instance.