> Most software development is a lot of low value commodity stuff that you just have to do properly just in order to do whatever it is that makes whatever it is you do valuable/unique/desirable. You can' charge anyone extra for doing this commodity stuff right. But if you do it wrong, your product becomes less valuable.

To give a non-software example: think of wearing a clean shirt in a job interview. Nobody will hire you for the clean shirt, but plenty of people will reject you for stains.