I think it's worth pointing out that ZeniMax has been pursuing this since 2012, long before the Facebook acquisition. At least according to this article on ArsTechnica:
A bit off-topic, but my favorite example of incentives gone awry in sport occurred during the 1994 Caribbean Cup (football), which ultimately resulted in one team defending both goals while the other team tried to score in either. In this case, the rule that caused the chaos was recognized to be poorly thought out and replaced in later tournaments.
[1] https://github.com/bitwarden/core/blob/master/LICENSE.txt