I'm not sure what happened in your case, obviously, but 10 minutes is often all it takes to know that you don't want to hire someone. It could be that these were just screener interviews, and if they liked you then you'd get the more detailed technical interview. If they offered you a position after a 10 minute interview, I say run like hell.
Ultimately the interview should be long enough to determine a few things about a person:
Is their personality a good match for the team?
Are they good problem solvers?
Is there an obvious disparity between their resume and their actual level of expertise?
Usually 90-120 minutes is enough for me to accept someone, could be much shorter to reject.