I can't remember which blog or article I just read (I only read reputable ones so I have faith in my ensuing regurgitation) but here's another way to think about it....
Everyone has abs. They are just hidden under fat. This we all know. Now, why do some people have visible abs at 10% where other people need to get down to 7 or 8% to see their abs? Just like any other muscle group, the bigger the muscle, the more it's going to show through.
In other words, if you "hypertrophy" your abs, they will be more visible earlier on and even more jacked once you diet down to competition fat levels.
There is nothing "smart" about a 3rd attempt deadlift.