Because software quality begins at the source.

In contrast to the company values which regard to the company itself, these values shall express the inner values of the work we do. These values were learned the "hard" way during the last years due to a lot of trouble caused by ugly code and badly set up systems.

Purity is the main concept behind all of the former mentions. Purity helps to find weaknesses in design for data insecurities and helps on the other side to stabilize systems due to its cleaness. There is nothing unneeded which might get broken. There are only parts used which are really needed. One can concentrate on these to get them stable and secure.

Purity also helps to increase speed due to its leak of unnecessary work to do and to get the software usable by clear, open and easy graphical user interfaces or programming interfaces.

This point is the most obvious one. All computer software deals with data. If there is any chance that data might be corrupted or manipulated uncontrolled by the software, the software is useless and should not be used in productive environments. One important principle here is the DRY principle which stands for "Don't Repeat Yourself". Redundant data is very hard to keep coherant. So we should avoid it under any circumstance.

Software in productive 24/7 environments need to be very reliable. In all other circumstances it's very annoying if a program crashs from time to time. Each program crash can lead to disturbences in productive environments, to loss of time and also, because crashes are uncontrolled, to data loss or corruption. Stability is therefore almost as important as data safety.

In 24/7 productive environments the common saying "time is money" is mandra like recapitulated almost like in a prayer wheel. In normal end user environments it's not as hard as in production, but a software tool which needs a minute to update a spreadsheet or a presentation to show, is not liked very much by its users. Therefore, execution speed is an important point in software development. But, speed is always less important than data safety and stability.

All software should be easily usable. It should not be necessary to read bulky manuals as thick as "War and Peace". Software should be designed in a way, that all users have an intuitive access to it. Speed is a part of usablility. Between two it is quite hard to judge what is more important. It directly depends on the kind of tool.