Since none of the members have documentation on front. It begs the questions.
What research? Done by whom? Paid by whom? Under which !$%*!$%*!$%*!$ How does it apply to us?
On todays world, research will show whatever the ones that pays it wants. (A fact that is grossly overused by todays politicians.) You can even make a contract that, if the research does not show what you want, you don't pay it (yes, its legal, and yes is done).
If PHB idea is actually good, it would be an intelligent deception tool for the competition to pay a study to say that this particular idea will not work. While the competition uses it. Unless Dilbert had done the research himself, he is just a parrot expressing an uninformed opinion (as he doesn't have the proof in front of him).
You can say what you want of the company, but they are still in business, even on todays economy. Thus not all PHB ideas can be dumb.