[zulgan]

> What went wrong there?

nothing out of the ordinary, probably some team had to increase some company wide KPI of engagement, and likely every team has their own spin on it.

it was ab tested and provided statistically significant increase on video engagement, which was likely defined as "people interacting with the player", in the end you see a chart with engagement growing due to experiment x,y,z.. and everybody is happy and convinced they are doing the right thing.