On your first visit to a plan you now find a guide to reports and a sample report, built with invented figures, so you see what one looks like before your traffic has filled the plan.
Update, September 23: three conversations appear as well. They explain what you can ask, what Trackingplan watches, and when to use a conversation, a report or an audit.
Who it is for: new users and new plans. The sample is labelled as such; it never mixes with your data.
Where: every new plan, until you create your first report.