Crunch happens naturally, but complaints of it happen from people.

And crunch happens on a wide scale: Obviously if there's no crunch, you vastly over-allocated time to development, which is lost money for the business, but if you allocate it properly, in theory crunch should be minimal. Of course, allocation requires an accurate assessment of the work ethic of everyone there.

Anyone posting on twitter on work hours, who isn't a PR person, should probably be fired immediately, since they're going to be making crunch time worse, as what they're NOT doing now, they must do later. But we see that happen all the time.

They slack, and then they complain later that crunch time is so tough... Using valuable crunch time to make that complaint.