But is is a disservice to under-design systems to not accomodate real usage capacity. You should always have 10% more hardware available than what your peak us

But is is a disservice to under-design systems to not accomodate real usage capacity. You should always have 10% more hardware available than what your peak usage is, so when that goes up you have wiggle room to move your boundaries up more. That, or you advertise your service as 10 - 20MB/s during non-peak hours, and throttled rates from 6 - 12. Which would naturally drive consumers who want the bandwidth to distribute the load throughout the day.