Yes, but when 100% uptime and fanatical support are key to your branding, even a little downtime undermines the expectations of current and prospective customers.

They set a high bar for themselves. By saying that they have the lowest downtime in the industry, more eyes are looking at them to see that they do as they say. That's what makes this such a nasty situation.

Just unfortunate this one was so soon after their last big outage (in July, iirc).