How to remove field name when designing report?

I’m trying to use the report builder, but I don’t want field names to appear (it’s an address list in vertical format, so they’re more than a nuisance). I’ve looked through BH5006 but it doesn’t seem to be mentioned anywhere. The link between the field name and the field content seems to be unbreakable.

I’d be happy to design the report myself, but clicking “create report in design view” just gets me into the Builder and the Wizard is even more restrictive. What happened to the idea of letting the user do what they want?

So is the question “how to do that; I don’t see it, but I suppose there is a way that I just miss”, or “I know there’s no way, and want to know what happened to the idea of letting the user do what they want?”