They probably hired a company like Accenture/Deloitte/etc who flew in a small army of 30-40 people to align the customer enrollment process with some enterprise

They probably hired a company like Accenture/Deloitte/etc who flew in a small army of 30-40 people to align the customer enrollment process with some enterprise infrastructure standards. Since you don't need 40 people and a couple of $700/hr partners to build a web form, they broadened the scope of the process to pick low hanging fruit or synergize paradigms. That may make no sense to you, but I'm sure it sounded good at the 16th hole (and 4th cocktail) at the country club when the $700/hr partner was pitching it.