It's easy to rack up senseless hours. I am currently at 52 hours and I just got the Sword of Kings. I know I am going slow time wise, but I commonly get phone calls and such while playing and sit there in town talking on the phone. Alos, I tend to spend a long time racking up gil b/c I refuse to sell any old gear and will be the guy trying to get 99 of every weapon in the game in the end just for kicks.