Developers are notorious for not thinking about performance. I know, I’ve been on projects where performance was an afterthought, and tons of extra effort had to go into optimization to get the program working. We often think that performance is all about hardware. If the application is slow, then put in some more memory, or upgrade the CPU’s, or add another server. It’s easy to fall into this trap, but I believe that if we spent a little extra time up front thinking about performance, we’d have better applications and happier customers, which in turn means happy developers.