Okay... We'll defer some work and show a dummy screen to be "started" in less than 1 second, except now we're loading/drawing the dummy screen, so we're usable in 1.4 seconds, and after a double-start flash, so let's smooth that out with a transition to the interactive UI and we're usable in 2.2 seconds, but we "started" the app in 0.4.
Yay?
It may sound contrived, but I've seen this very response to strict start KPI's before. People end up optimizing the micro-goal (KPI) rather than the macro-goal (better experience).
The flip side problem is, when you have multiple people responsible for parts of the work, people will stop optimizing when they hit their budgeted allotment, rather than working to better the whole. A Dev with a 400ms budget might sleep for 390ms to buy himself three years of squeezing out optimizations...
More likely, he'll stop when he gets to 350ms, even though he could have gotten to 250ms without too much effort.