I agree with this. I just shoot to keep mine > 3.0. I hear some grad students bragging about their GPA and since GPA really doesn't matter that much, besides being above the minimum requirements, it just makes them look like they don't have their priorities in order.
The exception would be for master's students who are planning on going to a phd program when they finish, your GPA matters.
Can you ask your boss or letter writers for feedback on your application? Have you received any interviews (either this time or last) or was it outright rejection? Maybe you need to revise the list of schools to which you're applying.