Because, especially at early-stage phases, many decisions will depend on them. So, their way of doing things, the culture they want will depend on these decisions. In other words, if they're an assholes when it comes to managing a business, they'll probably fail.
Finally they did it. I won't say AMP is a failed project because it can be useful especially for media outlets. But from my experience, I removed AMP from two of my projects and the traffic and (most importantly), the leads we're generating have skyrocketed.