Maybe the question they should be asking what did they do wrong with this feature that only 5% of people are using it. Maybe it's hard to use? Maybe it's hidden

Maybe the question they should be asking what did they do wrong with this feature that only 5% of people are using it. Maybe it's hard to use? Maybe it's hidden in the UI? There are other potentially fruitful ways of looking at this question other than people just don't like or need the feature.