I think pretty much every software company fails to understand that step 4 means you win. You're done. Close the code editor. You don't need to prove anything anymore. Put the software into maintenance mode, fix bugs, polish it off, make it faster if you can, but stop cramming features.
As a user, I've never in my life said "You know, software XYZ does everything I want it to, but since they don't randomly change the UI and update it with unwanted features every few months, it's 'stale' and I won't use it anymore!"
I feel like everything past step 4 is "Developers gotta develop and designers gotta design" and making changes for change's sake rather than the user's sake.