The biggest problem, I am willing to bet, is that the gamification and the parameter changes are being done by desk jockeys who have never worked the floor at one of these warehouses.
Also, if it’s anything like my experience at call centers, there are some workers who hit all the goals and receive just enough reward from the higher ups to be insufferable. I wouldn’t be surprised if that type of group psychology element is gamed by these work places.
They aren't making these moves out of ignorance, they have far too much data for that. Those desk jockeys' jobs are to maximize profits, and this strategy is working.