People with expensive price tags need to come up with larger and larger projects to justify their own price tags, especially when you are dealing with things like logo redesigns, which are near impossible to tie to actual revenue of a business.

The culture starts at the top. It's the CEO who is accountable whether the org large or small.

With a sprawling org like Google I sometimes wonder how you could ever expect the CEO to be fully engaged on all of it. It is probably just impossible. The best companies seem to involve a certain passion and enthusiasm on the part of the CEO.