If you've ever tried to purchase tickets for a concert that you know would be sold out, the process is horrendous. I mean, they know when they'll have a surge

If you've ever tried to purchase tickets for a concert that you know would be sold out, the process is horrendous. I mean, they know when they'll have a surge in customers (there's a freakin countdown clock to the purchase time) and yet they still can't set up something more elastic that actually allows me to load the page?