More likely, they really have no idea.
I think this is the truth in so many situations when the inputs and outputs are loosely-coupled at
best... television and radio ratings, movie box office, song popularity (Gangnam Style? Really?),
sports coaching, marketing, catch phrases, etc. These practices border on voodoo, and often
with the same reliability and predictability.
There's an old saying in advertising that half the money you spend on it is wasted... it's just that
you don't know which half.