I think there is no revenue from visa exempt entry, so it's in their interest to occasionally deny people when they have grounds to do so. Word of denials spreads..this encourages the use of vip services through agents at airports.
If they really cared about stopping abusers then why not stop the border bounce van business? Those people are way more clearly abusing than the people arriving at the airport after months out of Thailand. Well, because that generates revenue too..