Once you've got a commanding lead in the marketplace you can go back and hire a bunch of engineers to finish the remaining 10% and make it actually work reliably. That's why solutions like testing & exceptions (in GCed languages) succeed in the market: they can be bolted on retroactively and incrementally make the product more reliably. It's also why solutions like proof-carrying code and ultra-strong (Haskellish) typing fail outside of markets like medical devices & avionics where the product really needs to work 100% at launch. They force you to think through all cases before the program works at all, when customers would be very happy giving you (or a competitor) money for something 80-90% done.
Someday the software market will be completely mature, and we'll know everything that software is good for and exactly what the product should look like and people wouldn't dream of founding new software startups. At that point, there'll be an incentive to go back and rewrite everything with 100% solid and secure methodologies, so that our software has the same reliability that airline travel has now. That point is probably several decades in the future, though, and once it happens programming will not be the potentially extremely lucrative profession it is now.