You aren't a disruptor if you don't disrupt. You can't claim to be a change maker if you don't make change. You aren't a challenger if you don't challenge.

Etc. Etc. etc.

Fear of doing nothing and somebody noticing the nothing and then firing them.

And also they have to fill the cv with something. Somebody wrote about securing their legacy at a company. Stay two years at company X and doing only standard stuff is not a great way to get a better job somewhere else. Of course doing useless stuff should be even worse but it's hard to tell what's useful and what not.

Sounds like a good way of filtering out executives. If they write that they changed branding, then dock them some points…

It's what top managers do. New branding, merger or acquisitions, shiny new building, use the PR to move on to better job.