I see. Fortunately I haven't been in that scenario but I can definitely see how that can happen. Good point.
I'll give an example although I'll disguise it a bit as I like to keep my life private.
I remember one year a competitor had gotten really popular with a certain mechanic in a game. Let's switch genres and call it a combat system like in skyrim or something. So the system has a name like the dual wielding complete combat system. The game sells a shitload and everybody is talking about this dual wielding complete combat system they are marketing. So every executive gets freaked out at my company. Because if we are going to compete then by god we need our own gimmicky as shit combat system!
Instead of maybe just admitting that skyrim is a great game in its own right and the combat system is just a part of that, our entire focus now becomes coming up with something to counter point this system. We have shitloads of meetings about it. We spend an inordinate amount of time talking about it. We focus test all kinds of names for our combat system even though it hasn't even been designed. Now skyrim is driving how we design our game completely even though originally it wasn't there at all.
Cut to the release of our title and we proudly introduce the Combo kick ass duel system when our product launches! It sucks. It sucks for lots of reasons. But part of that is because it was something jury rigged into the design just so we could match bullet points with some other game. And we get a bit savaged in reviews for it.
Now there is a lot of ways this situation could have resolved in a much better manner. And its probably unfair to say that executives solely caused this problem. But it was definitely part of the problem, and stuff like that I got to see a lot.