Because capitalism. Everything is set up on the literally-impossible goal of continuous, unending growth. Lots of shitty decisions get made on the assumption that you can always be continuing upward, even when you literally can’t anymore. Have one quarter where things dip a bit and it could be the end of you as the investors jump ship over it.
Probably because it’s historically generated a ton of traffic and they’re trying to fluff up their numbers to hide the aftermath of their mistakes.