Because so many don't understand why the bleed amount was increased

The item itself grants healing on not just autos, but all physical damage. This makes it especially effective on physical damage attacks that also already heal their caster. So they get big window to heal back up before the damage actually reaches its full amount. And the champions the item is too strong on aren't the ones it's intended for-- it's the ones who normally buy added defenses on top of a little AD and still deal large amounts of damage.