I agree completely. Also it gives mental excuse to not fix bugs now and leave it for the upcoming bug fix week. Specially if there's any kind of celebration of what was achieved during bug fix week.

It's also patronizing to the devs. "Internal survey shows devs complain about software quality, let's give them a week every quarter and the other 11 we do whatever we want". What needs to change here is leadership being honest about business, as sometimes fixing bugs is simply not important. Sure sure it depends on the bug... I am talking about when devs complain about having a huge number of bugs in the backlog (most of them low impact) or whatever something that only affects a small percentage. Another strategy here would be to properly surface the impact of said bugs to users / customers... until you do this, nobody has a reason to care.