Hi Alex, thanks for the comments. I don't want to deviate from the core of 
this post, but just wanted to touch on your point a smidge

I could do what you suggested, and I can create a custom report to get the 
page views for custom var 1 and I can further drill to get the custom var 1 
values. And then I can further drill and get the details for custom var 2 
for a specific custom var 1 value.

But what if I wanted the total page views grouped by custom var 2 first 
instead? I would have to create another report with that first instead.

And what if I wanted to drill from custom var 3 to custom var 2 to custom 
var 1. Another report.

Don't get me wrong, I can see that the reports are indeed powerful, but for 
ad-hoc "what if" reporting, they are just too much faff to have to create 
just to see a custom value for a chunk of users. And similarly, although the 
api is again powerful, it's a bit heavy handed for a simple "why is that 
happening" query when you see a lonely spike on a diagram and are curious as 
to why.

If the custom variables are indeed metadata for page views and events, then 
why aren't they available to be selected in the list with all the other 
metadata i.e. language, continent, hostname, campaign, connection speed..? 
Surely all these other attributes are also metadata about a specific 
request..?

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