Someone once pointed out to me how "engagement" is often misread by companies. The product team makes a change to their website or app and suddenly engagement skyrockets. They think, "Wow! That change really got people to use our product. Let's do more!" when, in reality, the change they made is initially so confusing that their users spend more time than they would otherwise just trying to find their way around all the new changes. This, coupled with new product owners, product managers, and executives who feel like they need to justify their positions and the easiest way to do that is to "improve" the product and we have a negative feedback loop that is perceived by everyone within the company as a virtuous cycle. All the while they're just pissing their customers off.