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1. The first rule of Optimization is, you do not talk about Optimization.
2. The second rule of Optimization is, you DO NOT talk about Optimization.
3. If your app is running faster than the underlying transport protocol, the optimization is over.
4. One factor at a time.
5. No marketroids, no marketroid schedules.
6. Testing will go on as long as it has to.
7. If this is your first night at Optimization Club, you have to write a test case

- David Fetter

Rule 3 is my favorite.