We need to choose the reporting engine for our ASP.NET application. The main functional requirement is an ability for end users (not programmers, just normal users) to create custom reports. We will be using SQL Server as a database so I am aware of some options: SQL Server Reporting services, Crystal Reports, Active Reports, even WindwardReports.

But frankly speaking I've never used any of those except Reporting services and it's quite difficult to choose which one suits the best to customer needs of custom reports creation. Is it possible to get some pros and cons for these options or at least your advice on what would be better to use in this case. Thanks a lot.