Ok, let's get past the buzz word "optimization". It seems like just a ton of goods and services have been sold over the years, that have promised to "optimize" this or that. Working with "optimization" is like working with "synergy". It's not that the words or concepts are bad or ineffective; it's just that the terms have been overused (Anybody remember your "Inner Child"?). Let's remember that Andrew King's 2003 book Speed Up Your Site "kicked ass" back in the day and that its subtitle is "Web Site Optimization". Does lightning strike twice in the same spot? There's one way to find out. Read on.