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Two forces account for the trend of moving behavior to data: larger values used in key-value stores and spotty cloud networks. For some time we've seen functions pushed close to data with MapReduce, which is a batch process, but we are now seeing this model extend to interactive applications, which match the current emphasis on highly scalable, real-time, event driven applications.
To see the trend look at the increasing support for collocated behavior at the datastore level: