... you really want to be ready :-).
This is some chatter inside Engine Yard on a Saturday morning (today):
Lance: "Hey, [name removed until public] is launching this weekend and should get written up in the NY Times, right? Just checking."
Ezra: "I got them all live yesterday. They are running fine. We just need to watch traffic so we can add slices if they need. They're moving to 3 slices tonight, just to be safe. I asked them to tell us in advance before the NY Times article runs and they'll definitely work closely with us on that."
We're happy to help our customers succeed - it's our job!