I saw a theory from another lemmy user a while back that made a lot of sense. Basically shareholders get to a point where the want cash now. So they make a deal with the current CEO to do something shitty for short term profits. The shareholders get paid in the short term and then once the share price takes a hit they buy more shares at a discount. They then fire the current CEO who takes a nice exit fee and install someone else to do damage control and grow the stock price again. This is the only thing that makes sense to me because the alternative is that the current CEO is just actually that dumb.