It's investors and the one-size-fits-all metrics many rely on. They want a company's financial statements to look like the financial statements from other financial instruments (companies) they're familiar with. If your industry has 30% EBITDA, your company needs to have ~30% EBITDA. If your industry is 100% cloud, your company is expected to be ~100% cloud. If your numbers deviate from expectations, they'll demand an explanation. If that explanation isn't your company's secret to success, then it's probably not going to be accepted.