I believe that getting that number up (and ‘increasing engagement’) is the entire point behind the kingdom battlecrasher daily cap.
The more your time is pressured, the more likely you are to pay to ease the pressure.
The more your time is taken up by this product, the less time you spend on any competing products.
The more time you spend in game, the more chances they have to hit you with Flash Offers.
This is absolutely a calculated move.