I used to manage a group of engineers who were very keen on maintaining their standard of software craftsmanship. They had a high test/code ratio and were always up to date on the latest idioms. That was their idea of craftsmanship and something that written standards could easily support.

However, our customers were complaining bitterly about bugs and missing features. They had a totally different idea of craftsmanship. Certainly our written standards could have been expanded but I found that the core issue was that the engineers had latched on to code quality when our customers really wanted them to latch on to software usefulness. The fault probably lay with the managers, as we couldn't figure out what was the useful thing we wanted to build. Thankfully one of the engineers invented Twitter in his spare time and we were all saved (a simplified but mostly true story).