They've taken what was essentially a way to make their work into a game and... made it into a game.
Making work into a game is an idiotic idea. Make work into work. Pay people a fair salary that gets their minds off of their salary. Align the goals of the employee with the goals of the company, not their own selfish instincts to game whatever system you put in place to try to "reward" them. Make the success of the company be their reward, whether that be with equity or simple fair across-the-board raises.
I worked for a company a few years ago that used to be full of politics and internal conflict. One year they did extremely well and decided to simplify and give everyone a straight $10,000 bonus, from the janitor to the CEO. There was no way to game this: everyone knew how much everyone got. Everyone was proud of the company and each other. Instead of secretly discussing how much bonus other people got behind their back, everyone was excited and happy and asking each other "so what are you going to do with your 10 G's?" It was the best day at that company.
You can argue against this all you want, but I experienced a level of alignment there that was unparalleled. The people who get off on doing all they can to advance their own paycheck and get a bigger bonus only ended up hurting the company through their politics and game-playing. They were invariably working in a self-centered direction tangent to the company's goals. When that was removed, the dynamic changed completely and it was remarkable how much improvement the company saw not just in the workplace but across the board. New products were released that year that were better than the last, quality improved, efficiency improved.
These fears that in order to achieve high performance, we must reward the high performers with carrots and hit the slackers with sticks are a bastardized religious fiction.