The loop is a smart game design choice. I think a lot of complaints about it are due to the game being a work in progress. When you're restarting a whole loop just to find the last new scene of the update on, say, Day 5, it's a little annoying. But I bet when the game is completed there will be enough new content to find in each loop that it won't feel like you have to replay so much familiar ground to find each new scene.