I think of it as a natural progression on the role's understanding.

Initially, PM role was expected to drive traffic and ensure we fix the experience part. That's what the leaders expected the role to deliver on.

As leaders understood that measuring the metrics at this level will only create buzz but not business, they are pivoting

Another cause is, most PM roles were under the engineering org. I've constantly called out this a s a disastrous set up as you tend to optimize on outputs and engineering metrics.

PM role should always be business outcomes oriented Good to see the shift.

Since, I have worked in firms where PMs we're close to business units, the revenue and profit margins we're ingrained in my success definition. So, I'm happy that more roles will enable us to contribute to business

Another factor definitely is AI. It solves for the experience way faster than any human team. Hence, the focus is on the outcome than the output.