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I generally subscribe to the attitude that premature optimizations are evil, but I strongly believe that a robust caching strategy should evolve alongside the rest of the system. Waiting too long makes it hard to cleanly and thoughtfully add caching. Besides, in my experience, a considered caching strategy generally means I worry less about performance in other areas - especially data access and data modelling. In other words, I can build those complex parts for maintainability, as opposed to having to worry about the cost of each individual query.