I think in this case, it's more about the timing. They want to get it done by SXSW. So it's not an arbitrary deadline, or worse just a philosophy that you have

I think in this case, it's more about the timing. They want to get it done by SXSW. So it's not an arbitrary deadline, or worse just a philosophy that you have to drive yourself into the ground. They have a real deadline that, if they can hit it, they will likely give a nice bump to their launch and chances of success. While I'd agree--killing yourself isn't good strategy or a real recipe for success--sometimes it needs to be done.