Yeah, it's a league where the teams really want to win the championship and that's their main goal. Not that nobody wants to win the championship in the AHL, but it's still more of a developmental league. There are exceptions of course, like Aho, Lundell, Heiskanen etc, but unless you play a strong two way game, you better have a damn strong start for the season.
It can be annoying as an NHL fan when you'd just want to see these kids get all the opportunities, but it's understandable from the coaches point of view.