Similar take was shared recently, except it put more emphasis on marketing in the last 10%:
Stopping at 90% [https://news.ycombinator.com/item?id=36967594]
Stopping at 90% [https://news.ycombinator.com/item?id=36967594]
It's a nice coincidence tho, you and OP should collaborate on a joint research to get the bottom of it.
I thought this was a direct response to my post.