The Edge team is trying really hard to create a "we do things right" story around their project. They must be annoyed that a different department squanders the goodwill they're working so hard to create with stuff like this.
If you're a team in a big company and you're trying to optimize for long-term success, you better have the power to stop other teams that try to drive short-term success with campaigns that hurt you.
If you're a team in a big company and you're trying to optimize for long-term success, you better have the power to stop other teams that try to drive short-term success with campaigns that hurt you.