I worked for a company that was headquartered in London and had satellite offices in Spain and Germany. After we all went remote during the pandemic the EU offices said they felt so much more engaged with the rest of the company because they were no longer disadvantaged by default for not being in HQ and in person bad habits were penalizing them
Its definitely doomed to fail if CEOs want you to think it's doomed.
Your comment is handwavy with words like "feel" and "bad habits". There are real issues with remote work, but there are also ways to mitigate the downsides of it. It's easier for some people to just dismiss the idea entirely and pretend that in-office work is the better alternative without any problems. I have definitely seen that happen in my company and here.
I have worked there fully remote jobs and the ones that did it best fully leaned into being remote.
There is no hard or fast rule, I've been in a team social where I was the only person remote and it still felt relatively natural. I've done a fully remote follow a recipe and cook at home session which was also pretty fun.
I've also been in places that do the bare minimum of what constitutes remote "oh we use Zoom and screenshare" and dictate to people where everyone is cam off. And the difference is night and day.
I think that a little bit of cargo culting wrt remote etiquette is probably a net good thing because I posit many people still don't know what good looks like.