Putting focus on short term revenue can hurt long and medium term revenue, and thus degrade the value of the company. Of course if you're already hunting for the next gig in another company, then the short term bonuses may be the only things that matter.

I cannot find the source but I think it was Rushkoff who used a wonderful phrase: extracting wealth by destroying value.

It highlights the underlying problem better than anything I can come up with.

it's not that revenue itself is evil , it's that when revenue takes precedence in a project where that was never the case evil things tend to occur.