If so, it might be a classic case of "Team of engineers spent months working on new shiny feature which turned out to not actually have any benefit, but was shipped anyway, possibly so someone could save face".
I see this in software teams when someone suggests it's time to rewrite the codebase to get rid of legacy bloat and increase performance. Yet, when the project is done, there are more lines of code and performance is worse.
In both cases, the project shouldn't have shipped.