Lots of cool stuff happening this week...

1. Voldemort gets rebalancing. It's one thing to shard data to scale, it's a completely different level of functionality to manage those shards intelligently. Voldemort has stepped up by adding advanced rebalancing functionality: Dynamic addition of new nodes to the cluster; Deletion of nodes from cluster; Load balancing of data inside a cluster.
2. Microsoft Finally Opens Azure for Business. Out of the blue Microsoft opens up their platform as a service service. Good to have more competition and we'll keep an eye out for experience reports.
3. New details on LinkedIn architecture by Greg Linden. LinkedIn appears to only use caching minimally, preferring to spend their efforts and machine resources on making sure they can recompute computations quickly than on hiding poor performance behind caching layers.
4. The end of SQL and relational databases?  by David Intersimone. For new projects, I believe, we have genuine non-relational alternatives on the table (pun intended).
5. HipHop for PHP: Move Fast. When you make millions of widgets saving pennies per widget quickly adds up to real money. Facebook released HipHop, a PHP compiler, aimed at shaving off cycle of CPU and bytes of memory in production of their social widgets. 

I visited a favorite restaurant last week, a place that, alas, I hadn't been to in months. The waiter remembered that I don't like cilantro. Unasked, she brought it up. Incredible. This was uncalled for, unnecessary and totally delightful.

Scott Adams writes about the cyborg tool that is coming momentarily, a device that will remember names, find connections, bring all sorts of external data to us the moment we meet someone. "Oh, Bob, sure, that's the guy who's friends with Tracy... and Tim just tweeted about him a few minutes ago."

The first time someone does this to you in conversation (no matter how subtly), you're going to be blown away and flabbergasted. The tenth time, it'll be ordinary, and the 20th, boring.

Hotels used to get a lot of mileage out of remembering what you liked, but it was merely a database trick, not emotional labor on the part of the staff.

Today, if you go to an important meeting and the other people haven't bothered to Google you and your company, it's practically an offense. We're about to spend an hour together and you couldn't be bothered to look me up? It's expected, no longer amazing.

On the other hand, consider Dolores, a clerk with kidney problems at a 7 Eleven, who broke all sorts of coffee sales records because she remembered the name of every customer who came in every morning. Unexpected and amazing.

You can raise the bar or you can wait for others to raise it, but it's getting raised regardless.

[Irrelevant aside: Linchpin made the New York Times bestseller list yesterday. The list is hand tweaked, unreliable and often wrong, but it's still a great thing to have happen the first week a book is out. Thank you to each of you who pitched in and spread the word. Unexpected and amazing, both.]

• Have you placed the AdSense ad code in frames separate from the main content of your website? If so, you may experience ad targeting issues. In order for our crawlers to match the ads to the content of your website, it is important to place the ad code in the same frame as the main content of your webste. If you're familiar with HTML, and your website is talking about several different topics you could also consider implementing section targeting on your site to highlight relevant content.
  
  
• Do you have mostly dynamic content on your site? Our crawlers currently can't derive meaning from these types of files:
  - audio and video files (.wma, .mpeg, .mov)
  - mp3 files (.mp3)
  - images (.jpeg, .bmp)
  - Macromedia Flash movies
  - Java Applets
  
  To receive more relevant ads, we recommend including plenty of text-based content on your site, including complete sentences and paragraphs.
  
  
• Do your pages use session IDs? A session ID is a piece of data serves as a unique identifier for a session. If your pages use session IDs, you may not receive targeted ads on those pages. Since this session ID - and therefore the URL - changes every time a different user views a page, the URL will not be indexed and will need to be crawled from scratch. Once the URL is crawled, however, the session will most likely have expired. This means that pages seen by the users are rarely in the index. You'll need to remove the session IDs in order to show more targeted ads to your users.

Morgan Tocker has an awesome article and comment thread in the MySQL Performance Blog about When should you store serialized objects in the database? Before the NoSQL age is was very common to simulate schemalessness by storing blobs in MySQL. Sharding was implemented by running multiple MySQL instances and spreading writes across them. While not ideal for the purpose, developers felt comfortable with MySQL. They knew how to install it, back it up, replicate it, in short:  they knew how to make it work. Yet they also needed to store objects without the penalty of joins. Searches and aggregate queries were handled by indexes kept in separate tables, this offloaded the fast path to objects.

This all made perfect sense. Usually we just want stuff to work and going with what you know is often the best path to that goal. And what we have known is MySQL. All the different pros and cons of this approach are covered wonderfully in the post.

But the world has changed.