There are a couple of lessons in that anecdote.
I had a similar cognitive dissonance when doing "R&D Grant applications" a long time back. I kept on thinking "Research" was the sort of rigorous academic work you do to earn a PhD. In the government/business world, it seems pretty much spending time or money to learn how to do anything not 100% required for your business previously counts. Including things like "selling our widgets, only via the internet" being valid and acceptable thing to get government rebates for "R&D". I still feel dirty everytime I draft one of those grant applications... :shrug:
It doesn't have to change the world, as long as it moves the needle.