Building construction is also fraught with unexpected events and project management issues etc., but I'd laugh any building who would propose that I just keep paying them until it's done, or who will start building and go home when whatever budget I give him is used, out of the room. Why would my customers be any different?
(articles like this poison the minds of young impressionable developers who think it's actually reasonable to have ideas like this, btw, which is why we shouldn't just shrug them off)