Kwire,
You have mentioned "three hours" a couple of times. No where in motors under continuous duty is the terms "three hour" mentioned. That is for continuous load. Motors that are rated as continuous duty are for an indefinite amount (under load) of time
You have a point. They are rated for use at full voltage, speed, load, for an indefinite amount of time.
They are not necessarily designed for frequent starting at any voltage, speed, or loading.
They may also have a service factor allowing them to operate above full load rating for a certain amount of time.
Motors with a "duty cycle" usually includes how much load is allowed for a certain time period, as well as how long of a "cool down" period is required.
I will also add for any motor - when determining minimum size conductors necessary, the possible temp rise of the motor is not a direct concern, the temp rise of the conductor is.