This is your tried and true. C level read a magazine, mandatory implementation order, engineer ticks the checkbox and waits for hype to pass so they can remove it.
A scary version of this is driven home to me when I go to Washington DC and see all of the very expensive billboards at commuter stations near the Pentagon advertising fighter jets and other military equipment.
It scares me every time because they wouldn't be splashing out the big bucks for those billboards if they weren't effective, and I absolutely don't want the military (or any other entity engaging in major expenditures) to be making those decisions based on billboards.
