FTA: "At this point, do you try to explain that your master branch has features that aren’t ready to go live yet? Do you create a new branch based on the previous stable branch, change your text, deploy that, and then back port the change to master? Do you tell him he’ll just have to wait until the next deploy?"
If you often have cause to think like that, something is terribly wrong with the way you work.
If I had more upvotes, I'd give them to this statement. However, I'd be surprised if there weren't a nontrivial number of Rails developers who totally identify with that. The service is laughably simplistic for my day-job environment, but it isn't aimed at us. For hosting a four-hour app on Heroku, that for whatever reason needs to be client-editable, it's great.
If you often have cause to think like that, something is terribly wrong with the way you work.