“Do we have this algorithm... for these five countries? Let's just launch it. For the rest we can build over time. We could be wrong — in which case we iterate and get it right.”

Ship Features in Small Country-Scoped Batches via Feature Flags Before Global Rollout

When Super Unlimited rebuilt its server-selection algorithm, they resisted the urge to launch globally at once. Instead they used feature flags to ship to five countries first, accepted the risk of being wrong, and iterated before expanding. Tanuj calls this 'doing it in smaller chunks rather than building a big massive Taj Mahal and launching it' — a philosophy that applies to any complex feature where a bad rollout would affect tens of millions of users simultaneously.