In 2011, the company is in the midst of a complete meltdown. Merck management decides to do what? This? How about running your damn business like it should be run and stop wasting resources on shit that does nothing to save this company.
To the OP: If this was a good idea, in your horrible opinion, then you are indeed a Merck Kool-Aid drinking moron. Feel-good bullshit while the house is burning down. Idiot.