The article doesn’t answer the question which would have been fascinating.
Article tldr; it’s happening, it started in the 80s, it persists, it’s real bad, it doesn’t do what companies think they want, oh well.
Then why? Because there’s another reason unstated here? Because it’s the lowest effort one that lets them set up a machine and claim the equation did it? Because they’re cruel and that’s the point?
That’s what I’d love to know, and it’s not here.