Weird UITableViewBehavior

Why is it if I have a UITableView and I display cells that it fires the willDisplayCell for every cell that is in the table? One cell takes up about 40% of the display. So at most 4-5 cells should be prepared and fire the cellForRowAtIndexPath method along with the willDisplayCell method. It shouldn't fire all 15! It's killing the performance of my tableview.

-(UITableViewCell *)tableView:(UITableView *)tableView cellForRowAtIndexPath:(NSIndexPath *)indexPath {
    // vars
    SimpleTVCell *tempCell = (SimpleTVCell *)[tableView dequeueReusableCellWithIdentifier:simpleTVCellIdentifier];
    NSLog(@"temp cell %@", tempCell);
    
    // return
    return tempCell;
}

-(void)tableView:(UITableView *)tableView willDisplayCell:(UITableViewCell *)cell forRowAtIndexPath:(NSIndexPath *)indexPath{
    // vars
    SimpleTVCell *tempCell = (SimpleTVCell *)cell;
    
    NSLog(@"will display cell %d", indexPath.row);
}