From my limited experience, the OLAP community is small and/or behind walled gardens, the tools are poor and closed source, and potential employers are only interested if you have experience in *their* BI tools (Pentaho, Microstrategy, Cognos, etc). Microsoft appears to be the only one trying to establish a theoretical basis for BI, but their efforts are starting to show age despite their being so much more that can be done in the field. Finally, you will be misunderstood by the majority of Rails/PHP/Web developers: The same one who think Key-Value stores and NoSQL are the height of modern technology.
That said, BI can be technically satisfying. If you get down to the SQL/MDX you will appreciate what a database can do; which allows questions to be phrased succinctly. I have seen too much code written in procedural languages (Javascript being the worst of them) that are many lines long and run atrociously slow, that can be restated in SQL (or MDX) simply, and run a 1000x faster. I love that fact there are no loops!
From a business perspective, you have much more exposure to management and other departments: You will have improved visibility in the company, and your worth will be inflated - as you will be the one that satisfies management's appetite for more information to help make decisions.