Programmers, webmasters, Web services developers and database administrators (DBAs) are not strangers to the "Can we have it tomorrow?" request. That's why software and web developers have embraced a continuous stream of silver bullet technologies that promised to accelerate development. The developer community has experienced "web time", object-oriented programming (OOP), rapid application development (RAD), "extreme programming" and "agile development". Accelerated development schedules put a premium on understanding architecture and knowing how to match the tools to the job. That means understanding today's model of applications as services and what role a database can play. If you understand SQL technology, for example, you can adapt databases to application and service requirements by embedding logic in a database.