Web applications are now pretty well understood, so why do we still need to put so much effort into building them? Even the latest generation of tools such as Hibernate and Spring haven’t cut the cost of development enough to make them affordable to small businesses. During this talk, Richard proposed that once we have a data model, much of the work that goes into a web application can be done auto-magically. This allows us to build applications in a very different way. Instead of gluing pieces together until we have a finished application, why not start with a complete but basic application and then add the unique behaviour that we need? If you build web applications and have ever had to explain to your boss or the customer that “these things take time” then this talk was for you!