The challenge there is that a lot of developers are pushed by their managers to go to the next feature after #1, postponing 2 and 3 for when there's time. Time to market is considered the most important thing. Of course, it accumulates after a year.
Understandable, though, since features are what get customers to pay - 99% of customers will not care about efficient code as long as they can achieve what they're after without screaming.