Sometimes it is attached to incentives, like monetary rewards (bonuses and promotions). I've seen someone promoted on the back of a "high-impact" project that was bug-riddled and constituted more than half the support calls for the rest of the team for at least a year, not to mention financial penalties for the organization. It wasn't laziness or apathy, just rational actors optimizing benefits from the current rules with inadequate oversight and/or penalties for adverse outcomes.