It's the marketing. Always the marketing. Especially the SEO guys.

One SEO guy we worked with told us not to cache our websites because he was convinced that it helped. He badgered us about it for weeks, showed us some bullshit graphs and whatever. One day we got fed up and told him we'd disabled the cache and he should keep an eye out for any improvements in traffic. Obviously we didn't actually do anything of the sort because we are not fucking idiots. Couple days later the SEO wizard sent us another bunch of figures and said "see, I told you it would help I know my stuff". He did not, in fact, know his stuff.