Let’s call them bureaucrats, but let’s not forget that their baseline is to be public servants, while that of product managers is to increase profits :-) . I think the system is working as intended though, because increasing profits can be a great driver for innovation and service to the consumer, until it’s not and the “immune system” (the bureaucracy) must be called on to fight the uncontrolled pathological growth…
Brussels primary interest is the process, not the people.
If you don't think there isn't any "uncontrolled pathological growth" anywhere in the EU, then you should look at ALL OF THE LEGALLY SANCTIONED GOVERNMENT MONOPOLIES HERE.
End of story.