The build-info-extractor-maven3-plugin fires Maven callbacks on its own when the deploy goal is executed. See here
I don't understand why this is needed. I also think this is a terrible idea as this break some core assumptions.
For instance, using your artifactory-maven-plugin-example project, we see that Maven will then emit two ProjectStarted events for the top-level-project.
This can break listeners that assume (rightly in my opinion) that only one of this projectStarted event should be fired for a given project.
The Gradle Enterprise Maven extension is one of such listeners, and we'd really want to avoid catering from this problem on our side.