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A few years ago I swore I was done with being a PHP developer (for money). It no longer made me happy and I wasn’t being challenged enough. I was doing HTML, CSS, JavaScript, implementing site designs in PHP, tweaking existing PHP code, fixing bugs … very few interesting/worthwhile problems to solve that hadn’t been solved a million times before (another CMS implementation?!). It was custom development, not product development. With product development there’s more room for long-term quality, so one gets to feel more attached to the work; it can be more fulfilling.