[jaywalk]

It's not just hyper-scale products that preclude having nice planned maintenance windows. Serving a handful of countries spread out across the globe is enough to throw the concept out the window. I had an application that started out US-only, and was built assuming that 11pm-7am Eastern was available to do big data imports, run reports, etc. But once a couple other countries got added, there was no longer any time of the day or night where that assumption held true. A lot of processes had to be re-architected because of that.