Oracle CEO Larry Ellison has thrown his gauntlet down in the burgeoning market for in-memory computing, announcing a new option for Oracle's flagship database at the OpenWorld conference in San Francisco.The in-memory option delivers "ungodly" performance improvements, Ellison claimed, and targets both transactional and analytic workloads."When you put data in memory, one of the reasons you do that is to make it go faster," Ellison said Sunday.