I agree that the term "self-service analytics" (especially the 'analytics' part) and "insights" just passes the wrong image of the real need of business users out there. It mixes 'strategic insights' with 'operational needs'. And I think self-service needs to be about operationalizing data. Sales managers are not necessarily looking to 'analyze' data or 'get an insight'. They need answers from data to manage their team. They need to track well-defined KPIs. See how their salespeople are doing and be able to have a productive meeting to tell them what they are neglecting. Customer success people need to "pull some data real quick" on the usage of the product by a certain client before a meeting.
These things happen all the time. And yet most companies out there think that the solution is to just build a bunch of dashboards, foreseeing what everyone will ask in the future. And then nobody checks the dashboards. Or finds the right one. And then they have a team of SQL translators pulling data for ad-hoc questions. That's silly IMO.
I'm obviously biased as a founder of a self-service analytics company based on AI (https://www.veezoo.com). But this is just my 2 cents on a topic I really care about.