Maybe the company won the deal because the CTO and CPO said "yep - we can do that in 12 weeks" whereas the competitor said "we need to confer with our building teams to estimate the full project timeline" and promptly lost the deal...
That’s the problem with this kind of kick-the-can-down-the-road thinking. At some point you get to the end of the road, at which point your competitors can come and kick you.