These are actually all great examples of real "tech first" businesses that do compete and win on the basis of (among other things) the quality of their code. My

These are actually all great examples of real "tech first" businesses that do compete and win on the basis of (among other things) the quality of their code. My point was that Under Armor, which is also on the S&P 500, sells a lot of clothes online and every dollar they save on software they can spend on R&D for fabrics etc. which is what they actually sell. I would bet that an hour long meeting with 5 software engineers and a PM so "we can agree about nested ternaries" costs as much or more than a day of prototype garment work on a new pair of socks.