Sometimes implementing what should be a simple feature requires a month of refactoring some old technical debt. And sometimes what seems like a very complex feature is actually just a matter of enabling a flag on some third party component you're already using.
All is us have likely experienced "why is x taking so long?? Had we known, we wouldn't have done it now!" and/or "we didn't realize y was so simple, otherwise we would have done it months ago and probably won a few more deals!" How do you avoid that?