Before the launch we sent out emails to all the users that have registered on the gdgt podcast site. The podcast site had already set up the stage and built the hype. Users were anxious to checkout the real site. As soon as the site launched the traffic started going up. We were monitoring the the server statistics, application logs and database counters on various screens. Soon the stats started touching the limits and before we could realize the site was down. The rate at which users were registering was beyond our expectations. In few hours tens of thousands of users have registered and about 8000 products were added to the system. Our fear has come true. Fortunately it was not that bad. A few tweaks to the database configuration, and the site was back up again. This time the stats were looking much more stable and traffic had also eased to some extent. Trying to get some sleep now.. we need to continue paying close attention to the site for the next couple of days to make sure the site stays up and fast.. It definitely helps to have two teams working in opposite time zones so we can take turns to monitor the site.