Among developments in the field of business intelligence (BI), the notion of maturity has gained considerable interest for defining the directions to expected value, for summarizing the experience available, and for defining the possible avenues of BI development. There is considerable experience in creating and implementing BI systems, and many gaps separating the declared goals from the achieved results have been discovered. The time distance from the early stages of BI development allows more or less objective evaluation of these stages, while the current state of BI field is often controversial and ill-defined. A set of concepts called BI maturity models have been presented in the academic and professional sources, carrying basically the same mission – to evaluate the experience and extrapolate the future developments. The models, being more or less uniform in assessing the experience, are mostly different in their attitudes towards current state and especially the future (mature) developments of BI, creating controversy in the expectations regarding the future value of BI. The goal of this paper is to define the controversial elements in the existing maturity models, and to suggest a different position on the concept of business intelligence maturity, using most common dimensions of BI features to evaluate maturity expectations.