The Connor Group Sales Associate interview questions

I've never seen an interview process like this before in my years of experience. It's a five step process and they ask you the same questions over and over again. I was contacted by a recruiter at first. We set up a time to chat and we went over the role and the recruiter asked a few simple questions, the recruiter was really sweet and was helpful through out the whole process. After that first phone call we set up a time to do another phone interview with a different person. That interview was more fast paced and like a personality test and lasted about 15 minutes. They gave me a call about 2 days later saying that the personality test went great and we set up a time to do a video interview. The person conducting my interview was late and looked mad the whole time but they contacted me shortly after that saying that I did great and that I was the type of person they were looking for to fill their role. After that I had to do ANOTHER video interview with another person which consisted of basically the same exact questions as my first video interview. After that interview they sent me an email saying they were gonna go in another direction, which is totally fine like I get that. However I don't understand why they had to drag out this interview process for a month and constantly give me positive feedback and say that I was the type of person they were looking for, it just doesn't make sense to me. I'm honestly glad I didn't get this job though because I was having second thoughts while looking at the reviews here. It looks like this company may have some integrity issues and also they force their employees to write positive reviews for them. But that's none of my business.