I don't think we are in disagreement. Certainly there are benefits from these things. The crux is that practices will reach diminishing returns at different tim

I don't think we are in disagreement. Certainly there are benefits from these things. The crux is that practices will reach diminishing returns at different times depending on context -- one such piece of context being market cadence. Is continuous integration and automated testing helpful? Yes. Is the cost/effort to move from a process that can deploy monthly to one than deploy hourly worth it? Well, it depends -- if our customers want software updates once per year, then no, it doesn't particularly matter if "master is ALWAYS deployable" or "no builds are failing" on a given day.