When your web, e-commerce, or Software As A Service (SaaS) site collapses under the load of all the new visitors that come to it because your company and/or URL appeared in a TechCrunch.com article that claims how great your company and/or service is. Success or failure comes suddenly based on your ability to scale from a handful of servers to thousands in a matter of a few hours.
Phil's new "I slept with Tiger Woods" T-Shirt business was TechCrunched and he wasn't even able to process 1 order, let alone the flood of over 100,000 requests that came in under an hour.
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