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That doesn’t help with rolling out updates to the DNS for company.com which is the point here. It’s always DNS because your pre-production smoke tests can’t test your production DNS configuration.

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If I'm understanding it right, the idea is that the DNS configuration for company-staging.com is identical to that for company.com - same IPs and servers, DNS provider, domain registrar. Literally the only differences are s/company/company-staging/, all accesses should hit the same server with the same request other than the Host header.

Then you can update the DNS configuration for company-staging.com, and if that doesn't break there's very little scope for the update to company.com to go differently.

The purpose of a staged rollout is to test things with some percentage of actual real-world production traffic, after having already thoroughly tested things in a private staging environment. Your staging URL doesn't have that. Unless the public happens to know about it.

The scope for it to go wrong is the differences in real-world and simulation.

It's a good thing to have, but not a replacement for the concept of staged rollout.

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