A quick quiz: Take a look at the words / phrases below and tell me in what kind of talk can you hear them?
scary, scared, lazy, don’t want to scare, risk, risky, ivory tower, functional, real life, scary, no functional, reality, customers, complex
Those are some of the words I remember from the keynote given by Mark Reinhold and Brian Goetz, and titled “Java 8 and Beyond” at Devoxx 2013 conference. And I think this fact shows the real and biggest difference between designing a programming language and marketing one.
Let me explain: Devoxx, which does not need much introduction, is the biggest Java conference in Europe, including anything related to Java, JVM, Android, languages running on JVM (and even Microsoft, this year). Close to 4000 Java developers, as well as team leads, and software project managers come together from all over the world for 5 days. And just like Devoxx, Brian Goetz, one of the keynote speakers, does not need much introduction: He is a Java and concurrency expert, having written one of the best books in this field, and serving many JCP Expert Groups and working at Oracle as the Java Language Architect. In other words, when a heavyweight Java expert such as Goetz gives a keynote at a conference such as Devoxx, and talks about the upcoming version of Java 8, and stressing features such as lambda expressions and streams, thousands of developers do listen, and they listen very carefully.
So far, so good. But there is one thing surprising. Some of those developers, I, for example, feel like listening to the aspects of human psychology and the finer points of marketing to the masses, albeit technical masses. The reasons I felt like that can be summarized as the following:
Read the rest of this entry »