Author here...

I agree that time to market is really important, but when a company is searching for the product that will work, the most important thing that you can have is code that is easily refactored, which generally means low coupling.

TDD is one way to get there for some people, and it's not 2x the amount of time. My experience is that TDD takes a little bit longer (say 30%) than just writing the code, but my bug rate with TDD code (and I don't do TDD for all my code) is very small. Bugs are so damn expensive that 30% to not have them is a small investment, even if that were the only benefit you got.