I think people are usually over-inclined to assume that these companies know what they're doing; that there is, somewhere, some well-thought-out master plan. Often, there isn't.

Even with Twitter, which has just been a cavalcade of obviously nonsense moves for months and months, there are still believers in The Plan. I'm actually a little curious why this is; despite presumably having had interactions with poorly-run companies in the course of their daily lives, some people _really_ seem to struggle with the idea that a company might be poorly-run, and seek any other explanation.