I was hired by my friend's company after they laid off most of the staff to look like I worked there during an important meeting. Pretend to be an architect for an hour and get paid $100?! Yes, please! Pass the foam core!
As with GM, it has been easier and far more immediately profitable for big publishers to just keep selling the "SUVs" of books until their business model went into the toilet rather than try to prepare for a new world.