An objective being a number is a very straightforward way to track progress of any kind, so "[HP] to 0" is a very simple solution. The rest is just creating obstacles in the way of that. Even if DPS isn't initially the primary objective, it will be a natural point for improvement.
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Something like Destiny raiding is creating the obstacle of "solve this puzzle under fire," and that's more or less what high tier raiding tries to do as well, but those fights also resolve with DPS once mechanics are a more solved issue.
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Even in turn based systems, you're still frequently trying to just output number. Something actiony like Devil May Cry creates incentive to avoid damage races through ranking based on style.

But since there isn't much stylistic expression in GCDs, and since MMO players Optimize, that's not a fix.
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