It doesn't matter if you don't enjoy the content, think it's implemented poorly, etc, the point is to get you coming back on a daily basis to complete specific tasks.
Sure, you could play 12 hours every Saturday and be geared as somebody who plays an hour or 2 a day but that's NOT the point of MMO's and never will be. They've always been about the journey and not the end but nowadays people want the opposite.
I play tennis so here's an analogy, do you think someone who practices 6 hours a week, all in one day, would progress faster than someone who practices 3-4 days a week?
Working in the customer service industry myself, it's the same everywhere. Everyone wants the best of the best and expects top notch service customized to them.