People follow calendars, but they also create and use them to advance their personal and political agendas.
In the absolute sense, time is dictated by the rhythms of nature as determined by the Creator. In the past it was viewed as the distance in history (as opposed to geography) between events. In that mindset, the idea of saving time was ludicrous. Time progressed at its own rate and rhythm and man could do nothing to change those realities. Ancients often wanted tasks to be quick and efficient just like moderns do, and for many of the same reasons, to maximize the duration of pleasant experiences and minimize that of unpleasant ones. However, in the ancient mind time was not like money, which could be stored. It had to be used.