User configurable reports

the plan is to pilot/QA on this on prod so I'm putting it out for code review now. I'm guessing it's easiest to review as a whole, though the commits should represent ~atomic actions.

I think it's good to merge whenever code review passes.
i renamed them to look private to this module (which they are) so I think they're ok as generators.

@dannyroberts classic "well, actually" right there.