My thoughts on DevOPS on the REA Engineering Blog.
It should not be marketed as position to slot one person in, or even rotate people through. A software developer who writes the code should be as concerned about his/her code working in production as he/she is in development. Definitely operations are more experienced with deployment and maintenance of products in production like environments, but that does not mean a developer should not base his software decisions before being aware of implications of deploying it in production, or be unaware of the status of his code after it passes quality assurance. The thinking behind devops is the critical bit of software development.