This article comes across as being really fake. You can clearly tell that the goal is to to drive additional traffic to their v1.0001 instead of actually diving into what they did wrong. Were they really investigating an entire new DB and user interface in the few days after launch? If your initial design is so far off that it requires a complete rewrite on day 1 of launch, then you have serious problems. That is not “avoiding pre-mature optimization”. That is an architectural failure.