Here's the worst way to ship a feature: write the code, deploy it, and hope nothing breaks. If it breaks, you write a fix, deploy again, and hope that doesn't break something else.

Here's the better way: write the code, deploy it behind a feature flag, turn it on for 1% of users, watch the metrics, ramp up gradually, and if anything goes wrong, flip the flag off instantly. No deploy required.

Feature flags decouple deployment from release. You deploy code constantly. You release features deliberately.