That being said a 10 sec window for real world face to face transactions is just asinine.
Counter experiment.
Go to starbucks, order, swipe your credit card.
START STOPWATCH
wait for coffee ... wait .... wait ... get coffee ... walk to door ... get in car ... drive out of line of site.
STOP STOP WATCH
I am 99% certain the elapsed time is going to be >10 sec.
There are methods to reduce (but likely never eliminate) the fraud risk of 0-confirm double spends. That being said no payment system is without risk.
Cash: counterfeit bills, theft, bank processing fees (which is why stores "generously" allow cashback)
Credit cards: stolen cards, friendly fraud, never ending cut to VISA/MC.
The goal isn't to reduce fraud/theft/loss to 0%. Doing that likely will drive away consumers. The goal is to reduce the COST OF PROCESSING transactions which includes everything from employee training to fraud to bank fees to infrastructure/logistics.
Also, won't using escrowed funds through an m-of-n transaction mitigate the risk of a zero-confirmation double-spend? The action of unlocking the funds using multiple keys should be more time consuming that unlocking a single address. I would think that these transactions would require a fee to confirm through most