Downtime during peak demand periods like Cyber Monday can result in significant revenue loss for businesses, and it is often due to database complexity rather than hardware or server issues. Modern web applications rely on a variety of databases across hybrid cloud, multi-cloud, and on-premises infrastructure, leading to fragmentation and difficulty in managing operational effectiveness. Using a peer-to-peer masterless database architecture can help mitigate these risks by eliminating single points of failure and allowing for dynamic scaling during high demand periods. Businesses like eBay and Walmart have successfully implemented such architectures to ensure uptime and performance during the holidays.