My first paragraph will be a statement of fact.
When I entered the business in the Spring of 2003, my due dates for assignments ran from 3 to 45 days, with Cheddars being 45. After a period I do not recall, dates began shortening. The shortest I have encountered was 2 hrs. from Trendsource.
My second paragraph deals with why and is an opinion.
MSCs theorized ultra short times would reduce flakes; companies were aware desperate shoppers would comply. It is similar to the Arab:camel requirement of a dozen + pics without an increase in pay; in 2007, I was paid $5 A pic.
From a business standpoint, I do NOT criticize any company from paying as little as possible. My personal thought, though, is 180 degrees out-of-phase.