Since they changed it, it actually does give more than 1 point of enmity beyond top enmity.

But yeah, it's likely due to Provoke/Taunt in other MMOs only giving a swift spike of volatile enmity that decays quickly over time, such that you want to spam it. Old MMO tanks probably don't realize that there is no enmity decay in FFXIV (at least as far as I can tell).