Because they are doing something that has never been done before. The unknown is exactly that - unknown. You can make guesses, but they will never be anything

Because they are doing something that has never been done before. The unknown is exactly that - unknown. You can make guesses, but they will never be anything but guesses until the problem has been solved a few times. However, once a problem is solved, it does not need to be re-solved, and so the attention of the company turns to a new unknown problem.