I think what this statement really means is that we all create software for the end user, but then get lost in all the theory and principles of software enginee

I think what this statement really means is that we all create software for the end user, but then get lost in all the theory and principles of software engineering that often drag out software projects and make them overly complex. The point at the end of the day is that "it's all about delivery" and we need to remember that without the customer/end user, we're just wasting everyones time moving bits and bytes around because we can.