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When "clever" goes wrong: how Etsy overcame poor architectural choices -
"Ross Snyder, a senior software engineer at craft e-commerce site Etsy, recounted the story of the evolution of his company's technical architecture to a roomful of fellow travelers at the Surge conference in Baltimore. It was a story that, by his admission, is not entirely his own—he's only been with Etsy for a year and a half, which accounts for the “after” phase of the company's architectural picture." ‎- silpol