[kevindamm]

You have to look a little further back into mid-2000s to see larger impact XSS attacks, but each FAANG has had to recover from them. I'm on mobile right now but I'll look for some examples later.

What most companies realize early on is that you can't guarantee you'll prevent an XSS from slipping through. But, having a good template engine that sanitizes all strings automatically is good enough preventative measure, and putting all user-submitted content on a different subdomain or domain (like usercontent[dot]company[dot]com) with browser same-origin policy and perhaps CORS rules, will be enough to keep the impact contained. From there, just about everything else can be categorized as user error.

[thomas34298]

I'd say a strict Content Security Policy (at least script-src 'self' WITHOUT unsafe directives) is even more important to keep the impact contained, so you'd have to put your scripts into separate files - as opposed to using inline scripts. It obviously won't help against "HTML injection" in general, but will shield your users from malicious scripts as long as you make sure that an attacker can't just upload scripts on the permitted origin(s).