From the example in the article, if it would take them 2 months to build a robust email delivery system or 2 weeks to put a temporary hack in place, it could be worthwhile to the business to do the hack if it means they can start user-testing 6 weeks earlier.
Also, if they're still in the product-fit stage of their business development, they might find that the product isn't as useful/worthwhile as they thought, and scrap it after 2 weeks testing. This would allow 6 weeks of overall developer effort to be spent on another initiative.
Just because you know that developing throwaway code is waste, doesn't mean it's necessarily a bad business decision.