Storing Data in MySQL as JSON

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I thought this was a n00b thing to do. And, so, I've never done it. Then I saw that FriendFeed did this and actually made their DB scale better and decreased latency. I'm curious if I should do this. And, if so, what's the right way to do it?

Basically, what's a good place to learn how to store everything in MySQL as a CouchDB sort of DB? Storing everything as JSON seems like it'd be easier and quicker (not to build, less latency).

Also, is it easy to edit, delete, etc., things stored as JSON on the DB?

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