I can totally understand why SMBs have rotations. They have less staff. But a monster corporation? This seems like lame penny pinching. Heck for the amount of effort they're clearly putting into automating these alerts, they could likely use the same wage-hours to just hire someone else for a shift. Heck with an international company like Google they could have UK-based staff monitoring US-based sites overnight and visa-versa. Keep everyone on 9-5 and still get 24 hour engineers at their desks.