Do you remember last time you waited for food at the restaurant? Didn't you think it took forever even though it wasn't that long objectively?
|Waiting isn't funny, especially when it happens to you|
The same happens to all customers, if you want to secure a deal, you have to be even earlier than planned. You don't want to let these people hungry for your product for too long.
Are you a bit late in delivering what you promised you'd do? Bring on the starters while the main meal's still cooking!