it's not "forever". it's however long they don't have any ideas to the contrary.

why it was implemented - so that executive #279 can show executive #114 that number go up. look how our engagement is rising! look at all them people downloading our app! when I took over from exec #317, number was this big, lookie now!

same way google made their search worse, so you have to search multiple times, thus upping the engagment, page views, etc. and then exec X goes to exec Y and say "look there's a huge rise in searches where my bonus at!"