The change of context is important. Before we only had in mind that the product being launched was functional enough. That the customer / user could run at least 2–3 basic things perfectly, but the client has grown, the client understands 5–6 basic things easily, we have to offer something more, something with which feels familiar and something that will surprise you at the same time.
It really depends on how novel your idea is. If you’re building Yet Another Employment App (the example used here), this is already a space crowded with well-designed incumbents, so yes you really need to launch Awesomely well. Moreover, you don’t need an MVP because you already know there’s a market.
But if you have something genuinely new, then a MVP as classically defined is what you need: to make sure someone else thinks your idea is worthwhile, before you spend a fortune building it awesomely.