Comment by munk-a

B2B websites often can keep regular business hours - if your customer base is working professionals in NA then outside of 9AM-8PM EST your site traffic probably drops dramatically. At my company we looked at analytics and realized our traffic is almost exclusively 9-5 EST while most folks work 9-5 PST so we just do large deploys after 4 PST.

I think being aware of your traffic patterns and incorporating that into business decisions is a great idea. OT, especially for potentially hair pulling off hours deployments, costs a lot of employee happiness - reserve it for when it's actually an emergency.