Eternal Beta
Eternal Beta can work when you have a rock star service engineering team which is an integral part of your software engineering team.
It does not work any more if you hire by the busload and ship 'em by the busload. That is a point when you need processes. That is also the point where you get bitten in the a**e by the fact that you have build this enormous thing without any f*** process in place around. That is also the point where you realize that adding formal release mechanics to something which was built and shipped for years without them is unbelievably hard. It is the point where you look back at your initial "Eternal Beta" idea and you double-facepalm: "Why the F*** didn't we have formal release from the start".