yes, they may be good technical designers (so were the Brits), but that doesn't make a market success.
the business plan ... not too ambitious, but also not too cautious.
the manufacturing plan ... keeping costs down, controlling configuration ... offering a range of configurations, but not too many.
the politics, the world economy, the original idea (is there really a need for these things ?), all the myriad of design trade-off decisions made during design.
There are a few examples of planes that became successes (747, Bombardier RJ, 737, A320) and there are many more which, despite being good designs, failed in the market.
"Hoffen wir mal, dass alles gut geht !"
General Paulus, Nov 1942, outside Stalingrad after the launch of Operation Uranus.