Consider your state of mind when you call the HVAC tech to fix your broken condensing on an August afternoon in Texas. This is how a lot of business leaders feel every day. Speed is the best way to meet uncertainty in complex domains. Unless you are fairly sure you can one shot the problem with a single commit, having a process to iterate with some expediency is important to success.
There is definitely a point where you are going too fast, but the customer will almost certainly let you know when this happens. Let them decide for you how fast is too fast.