The software primarily serves its real customers, the executives who subject others to using the software. Seems like every field is taken over by these annoying products nowadays, which basically try to eliminate some employees and distribute the work to other employees (of course the software claims to mostly eliminate the work).

As for the 15-minute logging requirement, that may actually be part of it, cynically. Since they are cloud-based they can track every click, plus constantly time out and require you to log in again all day.