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I was really worried when I saw APEX. I thought it was that crappy Oracle app-in-plsql nonsense.

Thankfully not! This all looks pretty cool!

That nonsense powers lot of companies where dbas can quickly ramp-up applications, in the same vein as VB and macros filled Excel documents.

I thought it was going to be built on Salesforce

Yes, that would be better than the Oracle option!