I make software. We use an AGILE development process at our firm. In determining cost there are 3 determinants: Scope/$$$/Time. Typically, a client can control one. When you think of the name (NYT), the image and brand, and aspiration they have to be the most read english news source, 40M on a paywall, seems fair. But what seems strange is the 14 months of work that they took, to create something thats inferior. The fact of the matter is that the news industry model is ripe for a Tipping Point (@MalcolmGladwell). It wasn't prudent for the NYT to make a dollar amount public. It only puts a target on their head.