While I was an engineer in college, I knew enough of the marketing and finance majors to know some of them absolutely would think about this kind of a change without any evidence of a market for it. Of course, the guys I knew are -- like me -- past middle-age but it wouldn't surprise me to find their kids are also blow-hard marketing and finance types who will flog any idea to stand out from the crowd. Guys like this were not the majority of business school students or even a sizable minority but there were enough of them that I wouldn't be surprised to find the recent surveys are the brainchild of someone without any real evidence (in fact, the surveys may be an attempt to GET that evidence).