I disregard urgency when it exists for urgency's sake, coming out of business despair or a gut feeling. I will gladly work for 2 - 3 months on hyper mode, giving away my mental and physical health for a feature that will actually provide business value and for which the business can make a good case for why it's needed yesterday.
Working with multiple companies on executive and / or consulting levels, I feel like a lot of business rush is done because business 'needs it now' in the hope that it will improve the bottom line because it's easier to expect a miracle than it is to take a good look at your fundamentals.
The businesses with the most solid foundation I find are the ones that rarely need to rely on speed and instead rely on quality and produced value... once in awhile, a feature idea comes up that can propel the company - especially in the face of competitors - and it needs to be done as fast so that the producer can get as much value out of it before the competition catches up. That's a good reason to expect speed.
Today's society expects hyper growth, hyper speed, hyper scale, but that is because this is what is mostly advertised and we as humans have a tendency to expect the world to work as is advertised, when in reality, there are a lot of smaller companies that don't create anxiety filled working days for their employees.