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IT folk don’t like to “bring systems down” & “load up” rows at say, midnight New Year’s Eve. Having new “offers” or “products” roll out in future may be inserted or fixed or changed or renamed or deleted or rolled-out/back if an “oops” at some point-of-consistency across applications teams at point-in-time planned and pre-agreed to in future using bi-temporal features & functionality & capabilities in almost all RDBMSes this century.