Most developers I have met, including myself, are perfectionists. We have an intrinsic motivation to deliver high quality. Quite often, I find that customers (regardless of whether they are internal or external) actually require "less" quality than the developers think is appropriate. While it is important to define SMART quality goals that align with the corporate strategy, developers can quickly be demotivated if they are not allowed to reach the quality goals they have set themselves. This happens in a very implicit process, and it helps to make this process explicit.