Rate limit setting not honoured?

The default rate limit is automatically inserted when I start ufw on Trusty. I use gufw to add rules and have enabled in and out traffic blocking. However, the 3/min rate limiting somehow kicks in when I use a magento server admin interface resulting in responses to page load requests that take 10-20 seconds to load.

I have changed the contents of /etc/ufw/before.rules to have :

# all other non-local packets are dropped
-A ufw-not-local -m limit --limit 1/s --limit-burst 10 -j ufw-logging-deny
-A ufw-not-local -j DROP

The original was "--limit 3/min".

When I list the iptables after restarting ufw I still get:

Chain ufw-after-logging-forward (1 references)
target prot opt source destination
LOG all -- anywhere anywhere limit: avg 3/min burst 10 LOG level warning prefix "[UFW BLOCK] "

Chain ufw-after-logging-input (1 references)
target prot opt source destination
LOG all -- anywhere anywhere limit: avg 3/min burst 10 LOG level warning prefix "[UFW BLOCK] "

Chain ufw-after-logging-output (1 references)
target prot opt source destination
LOG all -- anywhere anywhere limit: avg 3/min burst 10 LOG level warning prefix "[UFW BLOCK] "

<snip>

Chain ufw-logging-allow (0 references)
target prot opt source destination
LOG all -- anywhere anywhere limit: avg 3/min burst 10 LOG level warning prefix "[UFW ALLOW] "

<snip>

Chain ufw-not-local (1 references)
target prot opt source destination
RETURN all -- anywhere anywhere ADDRTYPE match dst-type LOCAL
RETURN all -- anywhere anywhere ADDRTYPE match dst-type MULTICAST
RETURN all -- anywhere anywhere ADDRTYPE match dst-type BROADCAST
ufw-logging-deny all -- anywhere anywhere limit: avg 1/sec burst 10
DROP all -- anywhere anywhere

<snip>

Chain ufw-logging-deny (2 references)
target prot opt source destination
RETURN all -- anywhere anywhere ctstate INVALID limit: avg 3/min burst 10
LOG all -- anywhere anywhere limit: avg 3/min burst 10 LOG level warning prefix "[UFW BLOCK] "

As can be seen above, there is only one rule (ufw-logging-deny-all) that honours the "1/sec" change. Where do I make the changes to effect the other rules?

If I can't change this, then how can I disable the rate limiting altogether?

Thanks