Before the VW diesel cheating scandal, it was alleged that US manufacturers were taking advantage of the EPA's test cycle procedure to "tune" ECM values when the dome light was active.

More than that, CAFE standards have become the ceiling for fuel economy rather than the envisioned floor. Manufacturers game the system by classifying certain cars as SUVs, claiming extra credit for the ability to run E85, or practically giving away efficient but undesirable vehicle configurations in order to just meet the target and avoid the gas guzzler tax.

Gamification increases as understanding improves.

Information is exploited.

[Targeting Intensifies]

> And as soon as a measure becomes known, it becomes the target.

Soon after, 90% of the target is still an 'A', which becomes the new target.

On a related note of unintended consequences, the Cobra Effect: https://en.wikipedia.org/wiki/Cobra_effect

Sweet. The measure is profit then.