Ah, but you're one layer off. Projected/potential money/s (in the next 1-2 quarters mainly) is what is truly king.
It doesn't have to be a good idea, it can be a terrible one - but good sounding words in the board room are what matter
"Hey, so we've decided to see if we can run 10 unskippable ads back to back. Simultaneously, we've launched a war on ad blockers. This time it will surely work because we found out you can ignore your customers - Elon Musk has shown us the way, he only lost bots with all his innovation. We expect people to get over it in 3 months and estimate we'll lose 4 users. Between 10x more ads and half our users off ad blockers, we project 20x ad revenue next quarter!"