what this "demo" seems to be is a stress test of the servers, MMOs do this usually as the begining part of their "public" alpha/beta phase where the game is only available to the testers for an hour or two a day and between days they use the information from the previous test to adjust the servers and test the new settings with the next session.
And to explain the short times. Short time = a large amount of people playing at the same time, usually. And the longer you make the sessions depending on the genre you can not assure that most of the people will stay on the entire time. MMORPG's stress tests are usually a few hours in length because it a game genre that eats time. Shooters on the other hand are shorter affairs, so the test is shorter to ensure that the user base remain relatively constant during each period.
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