ProVia interview questions

1st interview was pretty standard, they asked me some personal questions, and it lasted 1 hr. 2nd interview was 3 HOURS long, they gave me a list of questions to prepare and an exercise where I would look at their website and make suggestions to improve the customer experience. Then, they gave me a Behavioral assessment and asked me questions about the results. They gave me PTO, insurance information, later they read to me the purpose of the company. Finally, I talked to the VP, and their creative team. They told me someone would contact me in the next few days. In the end they made me wait 2 weeks in order to tell me they wouldn't move forward with my application. Apparently, there was a lot of talk about the position since it was a new one. Not sure what to think of it, It felt a waste of my time.