Yep - there are benefits to a slogan being counter-intuitive because the whole point is to challenge the intuitive way of approaching a problem and making you see it anew.

In the reverse case, facebook's "move fast and break things" works because it suggests you move fast enough to dare breaking things to try an overcome the caution that holds people back from doing great things.

In this case the equivalent slogan might be "Do it right and ship it late" i.e. its so important to get it right its worth risking missing a shipping date. Practical principles, like the agile manifesto, describe a preferred trade-off rather than just naming a good attribute like swiftness, because who doesn't want the good attribute? It would be irrational.

I think this also highlights why moving faster is nearly always better even if uncomfortable for some: its a more effective way of handling uncertainty and learning faster that in most commercial environments is more important than quality. Quality in the wrong places is waste.