Organizations often do things not because they're useful, but because they're what's always been done. My favorite example is Coke and Pepsi.
Coke and Pepsi don't need to advertise anymore. They're everywhere. You'd be hard pressed to find someone who's never heard of both.
Most people don't care which brown, carbonated beverage is available.
And for the diehards who prefer one brand, I can't imagine marketing that would change them. That would make them say, "Goodness! I've been consuming my sugar the wrong way!"
But Coke and Pepsi advertise anyway. In some of the biggest, most expensive ways imaginable. Because that's how it's been done since the beginning.
That's the power of momentum. The question is whether an organization is pointing that momentum in the right direction.
