Games like this deliberately exploit addictive tendencies in people. I don't even have the energy to rant against greedy, uncreative people anymore, I'll just happily spend my time and money elsewhere.
Calling this a hot new game reminds me of that old Daily Show joke about countries with lies inherent in their names. This game is pretty much the Democratic People's Republic of the Congo that way.
Switching contested event formats from levels beaten (where everyone gets rewards) to time held (so 1/6 players get rewards) is greed on an entirely different plane. You could almost admire it, if you was a moron.