They are not capable of slowing down because they've turned the game into Contests Online.
In addition to never ending contests, they seem to think the only valid reward for a contest are stones from some stinking new hero.
And by the time 3 weeks have past, we're all at 4 or 5 stars for the latest crap hero. So they think they have to shove another hero out the door so someone will care about the latest unimaginative repetitive boring repeat same old same old never ending haven't we seen this same junk contest.
Honestly, things were better under Per Blue as far as thinking next week might provide something different. At least they tried to mix things up.