That's one reason I trust Nostrudel. They offer a cutting-edge version "next.nostrudel.ninja" where they also don't activate new versions until you press the button. A couple of times, it broke something, so I just went and used the normal one, again.
Beta test environment, basically.
We used to do this at work. A public staging environment.
It think this sort of parallel release alleviates a lot of the curiosity the users feel (they want to "see" the new thing and try it out), while mitigating risk.
Even if you have a desktop or mobile app, you can created a simulated/test environment to show off a new feature and get feedback from users. There are Android emulators and stuff.
