Perhaps I'm old fashioned, but 25 times a day? I'm very curious as to the types of changes. UI tweaks? Bug fixes? Do they have to make a config change every time someone creates a new store?
Not judgmental, just curious.
For more on this kind of thing, http://timothyfitz.wordpress.com/2009/02/10/continuous-deplo... and http://www.startuplessonslearned.com/search/label/continuous...
The idea to add markers for code deploys is great. Totally stealing that one.
However, we used it for all kinds of things at my previous company: everything from incrementing a counter for every web request, database hit, cache miss, slow page (html generation time > a certain threshold), user action, what have you.