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FWIW here's a write up on their process

Also I imagine that 10 minutes included dev and testing, not just the deployment part of "rolling out"

Seemed to say that 14 minutes were spent writing the code to fix it which I assumed meant testing it, but ya not entirely clear.

Seems to target only being able to "deploy 5 times a day". I guess maybe the build time is the limiting factor.

Correct. 10 minutes was from checkin to all servers built out, including a dev and staging tier.