If the Iraq War were a design firm/software vendor project:
Strategery Consulting Inc: You need to hire us to build you a web site.
People LLC: Oh. Really? Why?
SC: Well, our research has shown that your main competitor, Widgets Inc., is about to release a new killer app!
PL: Ummâ€¦our main competitor is Doodads And More.
SC: Whateverâ€¦thatâ€™s not important. Whatâ€™s important is that you hire us.
PL: Well, OK. How much is it going to cost?
SC: Itâ€™s too risky to the project to specify any cost, but it shouldnâ€™t cost more than 5 figures.
PL: How long will it take?
SC: A week? Maybe a month? We doubt more than 2 months.
And on it on it goes. Classic.