When sizing up a data sheet, what numbers pop out at you? IOPS? GB/s? Latency? If you’re like most IT professionals, you might be starting to pay more attention to latency. In case you’re still wondering what all the fuss is about, let’s look at why low latency is so important, why it’s a challenge to get right, and how to avoid marketing tricks that attempt to dismiss its importance in favour of other benchmarks.