It's not the "wrong" way, it's just different. iMessage works well for businesses that want to create a conversational experience in their customer service that conveys care and attention
I am sorry. Can one not a conversational experience using RCS? What, in specific, does iMessage do that RCS does not which prevents RCS from having a conversational experience?
I suspect you are actually implying something different than conversational experience or using it as a substitute for a completely different concept.
This impersonates a person on a platform which has generally prevented that... so people will be more likely to have a conversation, as they don't expect it to be a bot. The fact that they'll have to rotate out iMessage accounts so the message history will kill any possible gain from the deception.
What I don't understand is why a business would want to bifurcate their messaging stack... this is a solution that only works for half of their customers... for a business that doesn't have an app.