Having worked at a similarly gargantuan and dysfunctional company, I can tell you exactly how this went down. Someone had this idea for AI profiles. They speced the product and took it to engineering. The engineers had a good laugh at how preposterous it is, but then remembered that they get paid a ton of money to do what they're told, and will get promos and bonuses for launching regardless of the outcome.

It all stems from promo culture -- it doesn't matter what you build, as long as it ships.