Today was a good news day: Geoff Arnold has decided to join the Amazon engineering family. As Geoff mentions in the announcement on his weblog Amazon is all about scale. In recent presentations I have been demonstrating how Amazon Engineers are scalability experts who can take any concept idea and turn it into a service that can serve hundreds of customers and then grow it seamlessly to support hundreds of millions of customers. In the Amazon world there is no such thing as a limited beta; everything needs to be production quality when it launches and scale in every possible dimension. Incremental scalability is a key fundamental concept in all of our designs such that we can handle growth reliably and cost-effectively.