Obviously they took the easy route. You may need to measure what matters, but getting to that goal by any means necessary or using indefensible shortcuts is the fallacy here. They could have had that North Star, but it’s the means they used by which to reach it that were wrong.
This is another great example of tech ignoring basic ethics to get to a monetary goal. (Another good one is Marc Zuckerberg’s “connecting people” mantra when what he should be is “connecting people for good” or “creating positive connections”.