Just from what I have read, if you are down for a couple of hours it may not be sooo bad. The last company I worked for had a site that had to go down -- the php backend had been "violated." We set up a static with an "soon to be rereleased page" with a field for their email address -- and a commitment there to email as soon as the site was back up. Pretty nice response, actually. But that was short term. I think the article is talking more about getting server space, getting the DNS set up, and then making an under construction page that is there during the whole development cycle (like two months or weeks or something.)
Like my site is now.

Our previous host vanished into thin air, so we pointed to MonsterCommerce a little earlier than planned. Out of my control, really, at this point. But I think the under construction page in 4.0, if used correctly, could prevent users from having a wildly changing shopping continuum. The question becomes -- during that time you are down, how do you encourage those viewers to come back?