The normalization of deviance is defined as:
“The gradual process through which unacceptable practice or standards become acceptable. As the deviant behavior is repeated without catastrophic results, it becomes the social norm for the organization.”
It's not just NASA who learnt this painful lesson but healthcare services and numerous places where repetitive process' are dealt with. There are many examples.
Since someone set the bar at 330 minutes another company will see it as a big 'win' if they can get 370 minutes. After all, if we get 40 minutes more than the other guy - surely we must be better? So the ratchet continues. (and stop calling me ...)