When a new feature gains popularity faster than expected, the backend pipeline and databases are put under immense pressure, leading to increased resource consumption and potential system failures. To address this issue, it's essential to build understanding of the system among the development team, identify areas where performance bottlenecks occur, and implement quick fixes to mitigate the impact. Optimizing the system by optimizing data access, using the right data stores, and re-evaluating how a feature is being used can lead to significant improvements in scalability and efficiency. By taking a structured approach, including product research and tweaks, teams can ensure their feature continues to grow without compromising system stability or customer experience.