Atma is designed to encourage FATEs which were severely lacking in Patch 2.1. FATEs have been rejuvenated in every part of the world (except Coerthas? WTF?) to help grind up more L50s per character. It's a great idea, it's just terribly time consuming.

My biggest worry is how tired players are going to get of it and just give up. It's frustrating and feels like wasted hours if you don't get it, and you have nothing to show for an entire day's worth of grinding things you don't need. Even my Chocobo is barely gaining any EXP to care.

I think this was a really bad move on Square-Enix's part. We all want this game to succeed, and they really blew it with unnecessary grinding during the weeks of ESO and WS. On the other hand we have another 3 months before any major content comes out. I just hope that Square continues to monitor what they're doing. Players on awkward time zones or third shift players are going to despise this with a passion.