Yeah, I know it's crazy, but with the cap, I now have the ability (since HW came out) to put the game down and do some necessary life things. With no cap, I was consistently under pressure (from myself however) to just keep playing to get to that next milestone that ups my ilvl.

I would guess that SquareEnix uses metrics of Unique Log-ins per day as opposed to Duration of a play session, So the Cap keeps people coming back each day, which is better in their eyes. But hey, that's just a theory....a game theory.