Bosch just wants to have press releases that contain the word "blockchain". It doesn't make the technology any less broken.
From the AMA Bosch did[1] it certainly seems like its more than just a blockchain PR and that they are actually putting resources towards this, but its hard to tell from the outside
[1]https://www.reddit.com/r/Iota/comments/7sxgx0/bosch_ama_janu...