A great place to work
I think one reason high-software-content development is hard in primary industries is also what makes them a good place to work. Executives trained in those industries often expect a hard-nosed answer: what is needed, what is unnecessary, what works, and what does not?
Software development cannot always supply those answers before the work begins. Some become clear only after trying a partial solution. Yet the demand for answers puts useful pressure on teams to make the work efficient, understandable, and open to scrutiny.