The keyword is self-service. Instead of engineers filing tickets that say "please deploy my application", you have a dedicated team create an internal web app o

The keyword is self-service. Instead of engineers filing tickets that say "please deploy my application", you have a dedicated team create an internal web app or something that lets engineers deploy their application themselves, but minimizes the risk (compliance, security, stability, etc.) associated with that deploy. This approach scales because it doesn't create a queue in front of ops.