I interpreted that point very much together with the preceding point: > Technologists tend to severely underestimate the difficulty and expense of creating sof

I interpreted that point very much together with the preceding point: > Technologists tend to severely underestimate the difficulty and expense of creating software, especially at companies which do not have fully staffed industry leading engineering teams ("because software is so easy there, amirite guys?") That, in my experience, is very true. Teams are staffed to "we can make it work, maybe" not "we can actually engineer something"; the second bullet, to me, says, "you need to charge more than you think you do, because you're underestimating the costs of doing it, in particular, of doing it well."