I’ve been doing this for the past 10 years or so. When I joined my current company a few years ago, it was one of the first things I pushed for. It made cycle times go down drastically and value is being delivered to end users at a much higher rate now.

With enough tests and automation, there is almost no reason not do on the web. On embedded or mobile platforms this might be a bit more difficult, although not entirely impossible.

The use of feature toggles also greatly enhanced our trust in being able to turn a feature off again if it turned out to be faulty somehow. Although we usually opt for patching bugs, it gives the business as a whole more confidence.