I ignored my ignorance

but its time to make things clear...
I have ADAM A7X monitors and I dont get their volume control... it goes to +14dB (mid position is 0dB)... so, what is this "extra 14 dB" used for? At first, I set them at OdB... A guy from a local store said that he likes to set them to max value , thats +14dB to "hear THEIR sound"... Does this make any sense? Is there really a use of that extra amplificiation soundwise or its just there to help really low input signals? I seldom even want to listen/mix at really high levels. Is it just riskier to have them at their max setting? Risk of damage?