Requiring a video cover letter probably isn't even legal. It certainly opens you way up to allegations of discrimination and is therefore unwise.

I would assume that the employee acquisition middleware provider added "video cover letter" as a feature to distinguish their software suite, the procurement guy fell for it, and the hiring director said "hey, we paid for this feature, we should probably use it."

Asked about legality, the middleware provider would claim that "you see people in an interview, many jobs are remote now and a video cover letter is an extension of that."

That's not true, of course. Having images of the candidates ahead of interviewing allows you to discriminate without the candidate noticing your reaction to their appearance.

Law suits incoming.

Many high ranking fast food executives actively hate, detest, and despise their frontline employees, as in, consider them to be inferior human-like beings whose only duty in life is to cause trouble and give them grief and to cost them their bonuses in the process.

Frontline fast food employees are disobedient money making robots to them.

If the Stanford Prison Experiment could be reproduced ethically, I think using fast food executives as the guards and frontline as the prisoners, it would be very enlightening.