The company balances the need for rapid innovation and feature updates with the need for reliable software by testing in production. This approach allows them to deliver new features on time while minimizing the impact on customers. The company uses a replicated infrastructure, health checks within the code, and a progressive deployment process to mitigate risks. They have also implemented a three-day partial deploy of the search engine to detect issues and ensure customer availability remains high. By leveraging different environments, replication factor, and a deployment process in twelve steps, they can efficiently release new versions while controlling risks progressively.