Optimizing writes: Indexes are probably what will make most apps pay through 
the nose. If you have properties that do not need to be searched or sorted, 
make sure they are unindexed.

Optimizing reads: Use memcache as much as possible. Also, keys-only queries 
are a lot cheaper (7x) than entity-fetch queries, so look for opportunities 
to use keys-only queries.

Look for opportunities to bundle several entities together and storing them 
serialized into one fat entity (bearing in mind the max entity size of 1MB). 
For large data that don't change a lot, you could even store them into the 
blobstore instead.

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