The article discusses the importance of rate limiting in controlling traffic to a service, and explores three common algorithms: fixed windows, sliding windows, and token buckets. Each algorithm has its pros and cons, and the choice of algorithm depends on the specific use case. The article also highlights the need to consider additional factors such as handling time zones, persisting rate limiter data, and surfacing useful rate limiting errors. The author provides examples of how these algorithms are used in real-world applications, including GitHub and Stripe.