If you ever have designed or want to design a platform/site that needs to support some steep non-functional requirements like 1 Billion hits, then you have to revert to using cache as a key part of the framework. Cache as we have known it back in the days is not longer just plugging in a library and start writing to it. There is a lot more to it when we talk in context of a Digital Media platform and how you deal with very high loads. This article will talk about principles that will help you design for Performance, Scale and Availability. This article focuses on Adobe AEM however, the principle discussed are applicable in context of Digital Platform as well.