There's a saying in advertising that 50% of the money spent on any campaign is wasted. The only problem is that you can never know which 50%.
The games industry lives in much the same state. There are a huge number of constituent parts included in a modern big-box videogame and most of the time drag involved in those projects comes from spinning off in a dozen directions and then reconciling them all into something. And, often, then realising that what the project has reconciled into has serious problems so it must once again be unpicked and rewoven.
The other side of the advertising story mentioned above is that in the modern age, metrics help to find where that wasteful 50% exists. The reason why Google is a multi-billion dollar corporation (and Facebook likewise) is that it provides tools to advertisers by which they can measure what works and what does not, with the net result being that much of what was the advertising business and industry culture is dying. It is
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