Kay’s remark argues for being highly selective about where effort is directed. A good idea may be worthwhile in itself, but pursuing it can still carry an opportunity cost if it prevents work on an idea with greater potential. The central point is therefore about ambition: accepting work that is merely good can limit the time and attention available for more consequential possibilities.

The quotation also involves judgement. Distinguishing a great idea from a good one requires assessing significance, originality and likely impact rather than simply recognising that an idea is competent or useful. Kay’s phrasing is deliberately provocative, but the underlying advice is not to reject quality for its own sake. It is to set demanding priorities and concentrate limited resources on ideas considered capable of producing a larger change.