I think "natural" here would refer to genuine project rrquirequirements that will translte directly to value to customers e.g. customers demand x features in y time and we don't have enough manpower to handle it. This is natural, it's business survival.
Contrast with the Unnatural cause of "manager just wants a promotion at any cost" which, in a sense, is akin to Embezzlement. The manager worsens business prospects and contributes to organizational rot for their personal gain.
