because editorial say: "we want the website to do x" the tech team say ok we'll need 100 staff, and six months.

then, after delivery, the tech team "we need 50% more staff to do this thing, its really good, it'll save 25% in our hosting costs"

Editorial then say: "sure, deliver this feature as well"

This continues, and then deadlines are missed. So tech say: "We have so much tech debt we need to re-architect" which allows ego/CV driven design.