For a company, this is a short term view and it is limited thinking. Especially for smaller organizations, this is life in the trenches. Time and again I am forced to explain usability. It doesn't work well. Let's face this reality.
Usability is a process, a product attribute, and a state of mind.
In short, usability is a confusing concept . I'd say that it is damn confusing to folks that practice it. I've been looking high and low for new usability ideas, techniques, and methods. I see few. Instead, I see a vast sea of problems mounting on the web.