You’re on the mark - this is the real challenge in software development. Not building software, but building software that actually accomplished the business objective. Unless of course you’re just coding for other reasons besides profit.
This is, IMO, a leadership-level problem. You'll always (hopefully) have an engineering manager or staff-level engineer capable of keeping the dev team in check.
I say it's a leadership problem because "partnering with X", "getting Y to market first", and "Z fits our current... strategy" seem to take precedence over what customers really ask for and what engineering is suggesting actually works.
