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It's early 2005, and this pilot fish works for an online retailer -- and pays close attention to the chatter about website development.
Spring 2005:
Manager: "Do we need a database administrator for the new attribute key-value design?"
Software developer: "No, we won't ever need more than 10 attribute key-val pairs. The business will never get bigger than that. Besides, storing data in columns means it's contiguous on disk and one select will mean one read!"
Summer 2005:
Developer: "Hmm, why is the database so slow? I wonder if it's the 100 attribute key-value pairs. We now have 100 columns instead of 10, but that should be fine."