Behavior Change = Revenue versus Structure Change = Option

This is a 40-year-old mystery for me--why is it so very hard to get agreement about when & how much to design. Moving too much of the design too soon doesn't work. Moving it too late doesn't work, not in the long run. But why is everyone so completely dissatisfied with every possible option?

Fear vs greed seems like a pretty good model. Gives me somewhere to go next, anyway.