This work addresses two related problems for online services, namely poor resource utilization during regular operating conditions, and low throughput, long response times, or poor performance under periods of high system load. To address these problems, we introduce our notion of qualityelasticity as a manner of dynamically adapting response qualities from software services along a fine-grained spectrum. When resources are abundant, response quality can be increased, and when resources are scarce, responses are delivered at a lower quality to prioritize throughput and response times. We present an example of how a complex online shopping site can be made quality-elastic. Experiments show that, compared to state of the art, improvements in throughput (57% more served queries), lowered response times (8 time reduction for 95 th percentile responses), and an estimated 40% profitability increase can be made using our quality-elastic approach. When resources are abundant, our approach may achieve upwards of twice as high resource utilization as prior work in this field.