When is a throttle more than a rate limiter? Historically, Shopify mitigated write-heavy traffic bursts up to 5x our baseline throughput via rate-limiting scripted in Nginx Lua modules at ingress on our load balancers. That solution served us well for years in scaling for some of the world's largest E-commerce flash sales. It also had drawbacks. Edge Tier overload protection divorced from Application Tier business logic meant inflexibility in testing, maintainability, & improving waiting room UX. High traffic on one shop could be throttled disproportionately from one load balancer to another. Users could wait 30 minutes, only to discover that their cart's inventory had gone out-of-stock 20 minutes prior. Lessons learned in moving from "off-the-shelf rate limiting" to "business-aware user queueing" broadly apply to any domain where traffic bursts could trigger a waiting room. This talk also covers our load testing & migration strategy in moving throttling away from the edge to our Rails monolith application tier.