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This strategy targets reducing the amount of protocol data in packets by sending only the attributes that are needed. Google calls this Partial Response and Partial Update.
Netflix posted about adopting this strategy in their recent Netflix API redesign. We've seen previously how Netflix improved performance by creating less chatty protocols.
As a consequence packet sizes rise as more data is being stuffed into each packet in order to reduce the number of round trips. But we don't like large packets either (memory usage and packet processing overhead), so we have to think of creative ways to shrink them back down.
The change Netflx is making is to conceptualize their API as a database. What does this mean?