Impressions do not get budget approved
Complaints about an open-plan office are almost always described in personal terms: it is tiring, it is hard to concentrate, some people mind more than others. Framed that way the discussion never ends, because there is nothing to test. A measurement changes the conversation entirely. Either the reverberation time is outside the recommended range or it is not, and the figure decides what happens next.
The ceiling is the surface you still have
In most offices the walls are covered in glass, screens, whiteboards and cupboards. That leaves the ceiling, which is usually the largest untreated surface and the one nobody competes for. Suspended rafts and baffles work there without taking usable space and without changing how the room is arranged, which is why the majority of our office projects end up overhead.