Maybe Apple needs to acquire some company that knows how to roll out website updates without taking the site offline. It shouldn't be hard, since there are thousands of such companies. After that, maybe they can acquire a company that knows how to create an OS patching scheme that doesn't require downloading a whole new copy of the OS to fix something minor (like location tracking bugs).
You do know that they do the website out of hype, not because their system can't handle it, right?
And yes, while the download of a completely new IPSW is annoying it's largely a carryover from the iPod days.