Unless you want more than 10 minutes, then you have to press a different button and then type in the time. Fortunately, there are only something like 20 buttons...a big improvement over a knob and a button that is immediately usable by anyone.

What do you cook in the microwave for that long? You could also look at much cheaper brands/models. I find that cheaper products seem to be keeping older UIs and therefor staying more functional

I was mistaken, my microwave makes you press somewhat hidden button if you want cook something longer than 6 minutes, not 10.