This reminds me of the ad firm that went a little off the rails for a new Pepsi logo design.

https://www.reddit.com/r/Design/comments/hspqgd/pepsi_logo_redesign_brand_manual_from_2008_is_the/

https://www.goldennumber.net/wp-content/uploads/pepsi-arnell-021109.pdf

Ugh yes I had the “pleasure” of working with one of these UX gurus once. After a month they had done fuck all, where the frontend team was expecting at least some sort of guideline documents, mockups perhaps, something, anything really. One day we were eating sandwiches in the break room and both the CEO and the CMO happened to be there. They were great sandwiches but left a bunch of crumbs. The UX guru was done and just swiped all of his crumbs directly on the floor. The CEO said dude wtf, why did you do that? The dude said: What? There is a cleaning service right?

The next day he got called into the CEOs office and the CMO was already there, he was fired on the spot.

This is very political