Good question, there are special arrangements for support and 24/7 on-call rotation (eg. if you have to work during the company break you get vacation days). It's also very easy to trade on-call days with colleagues, and other ad-hoc arrangements.
I'm not 100% certain this would work in a bigger company where people think of it as "just a job". But in a small team where everybody is passionate and eager to make it successful, it works great.