2 · Logic: the boundary moves, not the people
Change a definition and the averages change on their own
Every split into groups has a boundary: a cancer stage, a "top student", "tall", an "active user", a "premium customer". Move the boundary so the borderline cases cross it, and the average can rise on both sides. There is no real improvement: the same people, the same results.
The rule against it is simple: when the averages of all the parts go up, check the whole. If the overall average stays put, only the labelling changed. A related group trap is Simpson's paradox, where the parts and the whole point in opposite directions because the groups carry different weights.
Where else it shows up
Better diagnostics. More sensitive tests find milder forms of a disease. The mild cases join the sick and improve their numbers, while the healthy look healthier without them.
Ratings and tiers. Redrawing the line between "A-class" and "B-class" hotels, schools or suppliers changes the average scores of both tiers without any change in the hotels themselves.