[warfangle]

> all while the business just wanted to get from A to B.

Getting the business to realize that they just want to get from A to B can also be an issue.

[briandear]

Exactly this. The problem is by getting to B, the customer thinks they need to visit C, D and E and they don't tell you until later that they also need to visit G but only if you haven't visited H first.

The book The Nature of Software development covers this concept much better than I could..