Company A had to buy a custom made product from company B.

They met several times to define a project plan.A project plan that had to lead to an offer. An offer that had to take into account all the specs, the risks, the deliverables with the goal to define time and COSTS of the product.

After all these meetings, there was a kick off in which some managers had to show to an executive of company A this project plan.

At the end of the meeting, this executive raised his hand and asked: ok but … how much is this product gonna cost?

Is this executive too agile or is the project team not seceded in explaining the executive that the goal of the project was to determine the cost? Or was this idea of having this project a bad idea? Or …. ???