Everyone in the company does these as well (our CEO Chad answered did his holiday rotation a couple weeks ago), typically during the holiday season when we slow down our deploys and our support volume increases. But we're encouraged as engineers to do them once a quarter.

I don't know if it's more important, but I agree with the sentiment that customer service rotations are extremely important. Nothing brings your brilliant head-in-the-clouds engineering ego crashing down to earth like reading an email from a frustrated user who can't figure out how to get (what you thought was) your brilliant product working right.