I don't do devops/sysadmin anymore, so this would have been before the age of k8s for everything. But I once interviewed for a company hiring specifically because their deployment process lasted hours, and rollbacks even longer.

In the interview when they were describing this problem, I asked why the didn't just put all of the new release in a new dir, and use symlinks to roll forward and backwards as needed. They kind of froze and looked at each other and all had the same 'aha' moment. I ended up not being interested in taking the job, but they still made sure to thank me for the idea which I thought was nice.

Not that I'm a genius or anything, it's something I'd done previously for years, and I'm sure I learned it from someone else who'd been doing it for years. It's a very valid deployment mechanism IMO, of course depending on your architecture.