Adding unwanted features, bolting on an AI assistant, changing to a subscription model, and even automating away employees can all be explained by the following iron rule: C-level leadership lives in abject terror of the numbers not going up anymore. Even if a product is perfect, and everyone who needs it owns it, and it needs no improvement, they must still find a way make the numbers go up. Always. So, they'll grab hold of any trend which, in their panic, seems like it might be a possible life preserver.