Cucumbertown co-founder here. Actually I dislike this idea though we should have been better prepared.

At my previous firm we had this culture that whenever traffic peaks we spin up new instances. And tools like RightScale & Chef make it ridiculously simple. So our style was to do that than to optimize strains in code paths. Because this is so so convenient.

And before you know it, this notion of hardware is cheap becomes a culture. Soon enough if you grow you’ll be serving 100K users with 250 machines.