I mean, as people have said, for a business that turns over 10s of millions of pounds, the fact that they can't do a 'launch' right is absolutely mind boggling. At the start of this 'business' it would make sense as maybe they wouldn't have all the data and the figures to accurately predict what would go on, how the site would react, how the servers/website would handle it, but after so long, with so much data, so many launches, you would know exactly what you would need to do. What you would need to do to keep the site online, paying the website/servers to handle more visits at a particular time etc. It's either the most inept and unaccountable team in the world or else they enjoy these issues as it create the 'so popular, we crashed the internet/oh.. you waited 2 minutes.. all gone!' mindset. Great for sustainability. Whats more crazy is that there are still people who support the brand despite all the issues and problems.