Code that's testable, repeatable, well-documented and elegant doesn't guarantee that an application will actually meet anyone's needs in a commercially sufficient manner.
The WordPress code base is frequently criticized, and the Facebook index.php code from 2007[1] will probably make some people cringe, but these are just two of many examples demonstrating that if you want to "do well", building applications that work and meet the needs of their users is initially a lot more important than "proper technique."