There are strategies for this. You can release small and gradual until full capacity. People get cocky, and they ignore obvious signs.
I'm a fan of releasing early and often. Yearly monolithic release cycles are big, scary and should be avoided. But hey, that's how most are used to working.
Microsoft is going to release Windows 10 with frequent updates for free. But if you're a corporate user and want no updates, you have to pay.