This is a great question and it is indeed confusing. Yes we need to avoid leaving our hair wet for too long in general (max 1hr with the W2D method). But it is also true that leaving a hair mask for at least 15min is essential to get any benefits from it. So the answer lies in the balance. In general we recommend doing hair masks not with every wash but more like your hair feels like it needs a boost of moisture or protein. This way you can avoid a maximum of the water damage on a regular basis but still do some deep treatments when your hair need it. Also after doing your mask, you can consider drying your hair a bit faster with a hair dryer on cold mode to exceptionally shorten the drying time and compensate for the mask. Don't be afraid to try different things and see how your hair feels best!