Building software should be an engineering discipline with all its perks and responsibilities just like building bridges. We rarely see it and it propagates to the craftsmen who seriously believe that good quality software is impossible to write under the slightest of constraints. Like business pressure.
We had this ability in the past when programming was way more difficult, tedious and error prone. Look what IBM did with their “Clean Room” approach. I’m sure we still have it at many places but we choose to spread the myth that it cannot be done. This call to stop apologizing is the next step towards not even trying.