This is a scenario where the interest of the users and the labs actually align perfectly, since labs that have people actually paying for their product want benchmarks to align as close as possible to real life performance. Otherwise they can't actually easily tell whether the new model they are developing is any good or not, and so risk wasting literal billions of dollars on training runs for a product that people won't end up paying for. A failed major training run is an absolute disaster at the frontier, GPT-4.5 for instance was an almost existential failure for OpenAI at the time.
Case in point, the most popular coding model, Opus 5.5, also just happens to be the only one that avoided the benchmaxing impulse in this article. This is the result of years of Anthropic working very hard to avoid it.
That right there is the problem.