Take a look at Hold the Health, Serve That Burger. One quote stood out to me:
“The gap between what [diners] say and what they do is just huge,” said Denny Post, chief concept officer for Burger King. “Therein lies the challenge for business, because there is simply not enough behavior shift to build a business around.”
Yes, it is relevant to software development as well. It’s always worth remembering that while users rarely lie about what they want, they’re frequently wrong. Sometimes you need to fight the point; sometimes you need to just add the feature and be disappointed you couldn’t use the time to develop something they would use, and maybe quietly scale it down later.