I’d like to suggest that for record customisation in objects like Contacts and Companies, the Reports card would be dynamically filtered to reflect only the contact or company where the report card is displayed.
For instance, if you want to see pages viewed by a contact and you create a custom pivot table report for that purpose, the report will display all pages viewed by all users. For apparent reasons, that’s not useful at all. I think a modification here would really upgrade the value of reports, which for the time being, I don’t use at all due to this specific reason.