1. A method comprising: receiving an inbound message comprising a Uniform Resource Locator (URL) directed to a particular content provider from a plurality of content providers under protections of a firewall; selecting at said firewall, a particular firewall configuration defined by the particular content provider from a plurality of firewall configurations defined by the plurality of content providers based on said URL directed to the particular content provider; configuring active attack protections at the firewall based on a first set of firewall protections of the particular firewall configuration defined by the particular content provider and attack protections under test at the firewall based on a different second set of firewall protections of the particular firewall configuration defined by the particular content provider; replicating the inbound message, wherein said replicating produces at the firewall a first copy and a second copy of the inbound message; protecting the particular content provider from attacks in the inbound message violating the first set of firewall protections set as the active attack protections while contemporaneously testing the second set of firewall protections set as the attack protections under test against the second copy of the inbound message resulting from said replicating; and swapping the active attack protections with the attack protections under test in response to input from the particular content provider, wherein said swapping comprises protecting the particular content provider from attacks in subsequent messaging violating the second set of firewall protections set as the active attack protections while contemporaneously testing the first set of firewall protections set as the attack protections under test against copies of said subsequent messaging.