Management has realized this. Hey I can outsource to bangalore/hyderabad/east europe/ai, get something that barely works, and just market the crap out of it. Look at the sort of companies, products, and services that dominate markets today. These aren't leaders in quality or engineering. They are leaders in marketing. Marketing is what sells. Marketing can sell billions of steaming turds. Nike shoes are pieces of shit but it's marketing that makes the brand and provides all value in the stock. The world doesn't value quality. It values noise and pretty feathers.
Why can't you name them, and give us some context? Is this based on public info, or not?