Our goals and aspirations often cause us to take a "shoot for the moon" mentality, and more often than not that FAILS because it does not take into consideration that well, we're not being realistic.
I absolutely hate the mentality of "no limits" because we ALL have limits, and when you sit down and decide to make a productive training program, you have to be very aware of your limits in order to actually push PAST THEM.
This is one of the reasons that an EVERY DAY MAX is what you should be programming around. That day that you managed to bench a PR by 20 pounds is NOT what you should be basing your training cycles around. It's what you are good for on an every day basis. That is your baseline. When you improve your baseline, you will be able to improve the peak associated with that baseline.
This is how intelligent training is programmed.
Grinding weights week after week eventually causes people to stall in progress, or get injured because the fatigue curve gets too steep, and the supercompensation curve is negated. This is backed over and over and over again by what we've seen from the Russians and other strength systems that have been kicking our ass.
Pushing your baseline strength level can be done without deloads, lessens the chance of injury, and keep training cycles consistent.
This is going to be a whole chapter in the new Base Building book. There's so much more to cover about the importance of programming around your average, rather than your exception.