The idea of deploying to production 10-20 times per day sounds terrifying. What's the rationale for doing so?

I'll assume you're not writing enough bugs that customers are reporting 10-20 new ones per day, but that leaves me confused why you would want to expose customers to that much churn. If we assume an observable issue results in a rollback and you're only rolling back 1-2% of the time (very impressive), once a month or so customers should experience observable issues across multiple subsequent days. That would turn me off making a service integral to my workflow.