It almost needn't be said that human culture puts a great deal of emphasis on making numbers grow larger, particularly those associated with personal wealth and economic growth. To a computer without this context, why should there be any reason to prefer larger numbers over smaller ones? Heck, if you're going all the way and denying the AI direct access to the game's memory, then it's got to learn to recognize the digits first before it can even begin to decide whether it's good to increase them.
Even more abstractly, the game relies on the human concepts of good and bad. It's good to eat the fruit and pellets to increase your score counter. It's bad to let a ghost catch pac-man, causing him to die and lose a life. Without being taught, human children can identify all of these elements but the computer would seem to have a more difficult task.