It's because they want to measure the creative process.
Which is impossible to do before it has happened.
So they try, and try, and try, and end up with a complex system where everything is measured, especially any kind of risk which is promptly eliminated and then the result is an expensive nothingburger they sell with extraordinary publicity budgets.
Some times they get a little bit creative and buys up a studio that has made a hit, but then they only try to capitalise on the brand name, not the creativity, while compressing costs, and monitor and remove the risks and thus the creativity.
Rince and repeat.