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On July 21, Filip Mares sparked a small uproar in the blogosphere with the following posting: “In order to query the post from memory, we bind a click event function to retrieve the contents for the < l i > id in question,” he asserted. Clearly, Mares is no ordinary blogger. Instead, he’s a Web developer at Pulse, a Palo Alto, California–based start-up that makes the popular Pulse newsreader app. Pulse, like a growing number of companies, has asked its engineers, developers, and programmers—the most technical minds in the office—to put on their writer hats and start churning out blog posts as well. The goal: to showcase the business as an engineering powerhouse in order to attract top-tier programming talent[…]