I like that Facebook separated out deploy from release. It means that you can roll the release out relatively slowly, checking metrics as you go. Bad metrics mean blocking the release, which means turning off the feature via feature flag. I think for the rest of the world, that would mean halting the release and notifying the developer.
Disclosure: I work with smart people who spend lots of time thinking about this and writing blog posts like "Deploy != Release": https://blog.turbinelabs.io/deploy-not-equal-release-part-on...