I feel your pain. I should probably have prefaced my remarks with "when it's possible". It's much easier to take the approach I recommended at the beginning of a project. It's much more difficult to retrofit; however, one of the things I'm working on now is to create that ODS and gradually move, starting with the longest running, queries off of the production OLTP database and on to the ODS to reduce stress. It'll probably take a couple of years and only then will we be able to think about tweaking the underlying OLTP physical model. It's a cool project however with a number of interesting facets to it.