It can feel that way for some startups. I was at one early startup and the direction was constantly changing, with feature and code thrown out weekly, or daily at some point.
The problem was the founder wasn't being honest with himself or us. He should have said, we didn't know what we were doing and we were just exploring, throwing anything on the wall to see what stuck, rather saying we were on a sure path and we were building software for real. We were really building demoware or PPT, not real software.
The cost and effort in building demoware is vastly different from building real software. It became incredibly frustrating to have misaligned goals.