[lumpypua]

And ultimately, writes resulting from those reads. I imagine yelp has pretty stout analytics/metrics pipeline fed off views and conversion tracking.

[rlau26]

This. A lot of people look at apps like Instagram and Facebook, and think that they're simple to build and manage, when they don't realize that the part of the app the consumer directly interacts with on their screen is the tip of the iceberg when it comes to the entire business.