It stops when they reach the end of the euphemism treadmill. There is no goal here, only the desire to be seen to be doing something. When you reward people for catching rats, they don't kill all the rats, as then there won't be any rats to catch next season.

Except that 'treadmills' were used as punishment devices in prisons, so the preferred alternative is 'euphemism exercise machine'. Except that "exercise" is ableist and so the real preferred alternative is...