There is a good reason. Melk the cow!!!!! That's sounds like a troll post but it is the truth. If they expand the time to reach your personal goal in this game they expand your online time and the chance is higher to sell a micro transaction to you. More money and this is good for the investors. Btw. did I mentioned the stock quote from Activision blizzard is on a all time high? http://investor.activision.com/stockquote.cfm So every decision is not for the player it is for the investors.