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Why is the term “Reverse ETL” becoming a thing? Committing data to an OLTP system has been around since the beginning of SQL. I believe one vendor coined this term to a marketing success but this meme needs to stop. Besides, ETL has been going out in favor of ELT.

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A year back when we started to built Castled, this technology which syncs data from cloud warehouses to your operational tools did not have a name. The term "Reverse ETL" became popular somewhere in the beginning of 2021. We used this term, since we know that the data community knows this technology by this name now.

But my personal take is that "Reverse ETL" is still a new technology in the sense that it completes the modern data stack, which is built around cloud data warehouses.

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