Yes its an “expensive” thing to build into your product strategy and as such often gets marked down as nice to have but not critical ( e.g. not going to get adopted ) . Then releases go out that cause very expensive issues with loss of critical brand reputation and even customer headcounts and the decision sometimes gets questioned but it is a very mature business indeed that can make this one stick as a strategy.
That said I think Zwift could do with pulling there socks up a wee bit at least on this , and would be surprised if there was not a lot of internal barking going on suggesting they should already JFDI , its whether that comes with the required support and backing in the form of an agreed approach that senior stakeholders stick too even when its not “convenient” that matters.
There does have to be an EOL strategy though and I think for a product like Zwift that does have to be quite short in many aspects just think that monthly is probably too short and too much risk . They should seperate out those changes that definately EOL … just as changes to how a user might experience performance from those that are more “optional” basis … such as a new bike or jersey , hey we can live with not having that for a week or so , if by having it I am riding in a black hole upside down or floating in the air somewhere .