They have a brilliant idea to implement, so this idea flows downhill until it reaches the desk of someone to prepare a business case. The unprofitability of the business case using inputs that can be explained means nothing. The executive wants this so the business case numbers are manipulated until the business case is profitable. Been there, and this is how garbage is created along with the loss of customers. Anytime an executive gets involved with brilliant ideas, M&A, etc., its always a disaster and huge loss.
@wiv+1vrsPf8C is completely on point.