There is nothing wrong with how long it takes, there is everything wrong with how many times a week they expect people to do it.

They are burning people out and making them quit. MMORPG players are their own worse enemy, they will do something to a fault and then get mad and blame the game and quit. If you allow them to do it 7 times a week, they will do it 7 hours a week even if they don't want to because of "keeping up with the joneses" mindset.

You could take the approach, who cares let them quit. However that's bad for the rest of us cause Square Enix sucks.