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IIS 7 URL Rewrite Rule using query string variable

Trying to create a URL Rewrite rule for IIS 7.5 to read the query string parameter and redirect requests to a new URL structure - for example: http://www.example.com/people/profile.aspx?dw to a new ...
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What are the pro and cons of using friendly URLs compared to query parameters (and vice versa)? [duplicate]

I am noticing that more and more sites prefer using "friendly URLs" over adding information as query parameters. For example: domain.com/product/3343/ compared to ...