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There is a lot of buzz and hype about building apps in the cloud, but not a lot of practical, real world advice or techniques. This talk will cut through the crap and demonstrate an approach to building cloud based apps learned through experience in building apps at Relevance and RunCodeRun. We'll use messaging and services to keep small pieces loosely joined, cook up configuration management to allow you to actually 'auto scale', and discuss practices to keep your app stable and happy in production. Leave your paradigm-shifting markitecture synergies at the door. No ESB-based SOA orchestration allowed. We're gettin' down to business.