> How do you craft software

The same way that you would craft a beautiful piece of furniture, or fabulous wine, or marvelous garment. By caring first and foremost for the qualities of the result. Not the speed with which you can build it. Not the profitability. Nor its sale-ability. And you go beyond 'acceptable', way beyond least-saleable-product. You consider where it exists, what it's really used for, the environment around it, and you do the best you can :)