Their job is to get you through the process as quickly as possible, get a settlement (regardless of whether it's a good one), and get onto the next case. That's the only way to stay afloat. The longer each case takes, the harder it is to maintain the giant advertising budget required to bring in more cases. It's a very good business model for the attorneys, who can become pretty wealthy doing it, but in general it does not lead to great results for each client. In fact, insurance companies often explicitly offer less money to those sorts of firms because they know settlement is more likely regardless of the overall value of the claim. Smaller firms generally want to maximize the recovery on each case, because they don't want to give away the money on the margins like a bigger shop does.

In short, TV lawyers care about efficiency, smaller lawyers (if they're good) care about maximizing recovery for each case. Obviously this is maximizing value within reason, there's a point of diminishing returns for every lawyer, but for a good small PI firm that point is much higher than it is for a big advertising firm that needs many cases turned over quickly.