For sure this is the case - would almost question the company if not
To not have "without damaging the brand" as a contingency on that goal seems shortsighted but I wouldn't be surprised if the goals omit that judging from watching the way MS operates over the decades.
“Without damaging the brand” in the sight of whom? Your average person isn’t going to care about any of this, and tactics like these are making number go up, which is all these executives and shareholders care about.