It's pretty common in large orgs, I think. Someone gets sold on or just excited about the features claimed by a particular product and becomes the czar for that thing. They want to make the transition to that product successful for their own career reasons. If people aren't using it, then the purchase was a bad move, so people start getting pressured to use the product regardless of how useful it is.

Year ago, my company switched from Skype for Business to MS Teams, and we just used Teams the same way we did Skype for Business (PMing each other directly) and the guy who made the transition was always lecturing us about having conversations in public threads instead.