When bitcoin is popular enough, there will be a few payment systems that will handle transactions off the blockchain. So, the average 10 minute block time will be irrelevant.
Exactly, and while off-chain transactions do have some associated risk (e.g. a payment system's hot wallet could be hacked into during the ~10 minute timeframe) and invites a degree of centralization regarding payments, the damage would be contained to ~10 minutes worth of transactions and the convenience would certainly be worth it.
For example, I could envision something similar to the old Inputs.io wallet becoming popular. You would have a personal hot wallet which would contain a small amount of coins to be used like an actual wallet which could spend or receive coins immediately. Every ~10 minutes, the payment system would submit changes to its users' balances to the blockchain allowing the off-chain transactions to be cemented into the blockchain forever.
It might not be worth using if you're buying a burger or something, but something like this would allow you to purchase more expensive things like a laptop or a smartphone without having to wait tens or hundreds of minutes for the transaction to confirm.