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As important as scaling, are methods for auditing the feed from the api as it flows and joins with other feeds.
A comment on AVC mentions the Financial industry figured this out long ago. We agree - but their budget is in the 100's of millions - each year :)
Twitter API Fail ~ Location
Foremost, our point of view comes from twitter stating they are becoming a “global communication utility”.
... more on our tumblelog, or on twitter dev blog, or via shortened url :) http://tweetip.us/lkrha
by not drafting an advanced specification, twitter failed to insure the integrity of the data. Mobile app developers just started pumping in whatever format/values they desired. This data "breaks" our app, if we are filtering values based on historical analysis as is the case of First Responder / Earthquake / Tornado / Emergency Services or for that matter Market Movement / Breaking News / any realtime anything where we feel Location is integral to our analysis.
There's more on this convo at the twitter google dev blog.
twitter just broke API 4 tons of apps by introducing rate limits 2 unauth calls - way 2 kill app ecology —via @emp
However in larger organizations it's usually these high order products that generate the revenue, and you get the situation flipped. If twittervision was able to heavily influence the direction of Google maps, Twitter, OpenID, etc. you'd end up with the same mess you usually do in fortune 500 dev shops. Features demanded from the verticals before they're ready, resulting in high-stress and unpredictable development timelines.
This also feeds my bias about anti-scale. Why not create a business at limited scale that has the right economics?
All that said, I love SOA -- I work on an enterprise remoting architecture and numerous web services -- but Service Oriented Architectures still have their own overhead. Who documents the API? Who maintains the service directory? Who communicates between all these disparate teams? Who acts as arbitrator, deciding which team or which service or business user is authoritative? Who decides what represents truly new functionality vs. enhancements to an existing service? Who manages the client side of things, to ensure compliancy with a changing API? With headless clients and processes, you don't always have instant "hey their release broke my implementation" feedback like you do with Twitter or flickr.
SOA is no magic wand. Like all else in code, it has its place, it has pros, it has cons. Yes, it is extremely scale-friendly in terms of delivering capacity, but the more you scale, the more communications and documentation and authority issues become apparent.
Finally, a note on startups and cost of entry: it's essentially nil. You can't possibly make a case for tabula rasa SOA being any more expensive than starting from a clean slate with traditional OO. And, the earlier you start, the more power and flexibility SOA will offer you, and sooner.
This seems very close to Aspect Oriented Programming:
http://en.wikipedia.org/wiki/Aspect_oriented