Generating product feeds (Google Shopping, Facebook, marketplaces) is a boring problem until your catalog has 300,000 SKUs. Then it becomes a nightmare. The naive approach — load each product from PrestaShop, compute its price, check availability, format the output — hits the database with ~80 queries per product. Multiply that by 300k products, add network latency to a clustered database, and you're looking at hours of generation time. Per feed. And we have over a hundred feeds: 10 different feed types × 4 languages × 3 shops. We tried the "proper" engineering approach first. It failed. Then I built something dumb and fast that actually works. Why Feeds Are Hard in PrestaShop You can't just dump product data with SQL queries. I mean, you technically can, but you'll regret it. PrestaShop computes a lot of things at runtime. Product price depends on specific price rules, group discounts, cart rules, tax rules, country settings, and a dozen admin toggles.…