As for it taking 10yrs to get a black belt in BJJ, well, that would depend on the school as many people might market that they teach BJJ and might have different standards for promotion just like in all arts, but at any school that can call their art Gracie JiuJitsu not BJJ I would expect it to take 10 years or more to get a black belt. Most schools have to call it BJJ and not Gracie JiuJitsu because the Gracies have trademarked the name but the Gracies have given some dojos permission to use their name and a sensei who teaches at such a dojo was no doubt taught by the Gracies themselves or has some connection with them and therefore you can expect it to be really hard.
This is a bit of a derail, but Rorion Gracie's trademark on the term "Gracie Jiu-Jitsu" was overturned in court. Rorion got the U.S. trademark and was threatening other family members who were using the term, even though the name had been commonly used in Brazil. The trademark was overturned as the result of a lawsuit by Carley Gracie, who had been teaching in the U.S. longer than Rorion had.
However during the time that Rorion had been wielding the trademark, most schools in the U.S. had to use some other term and so "Brazilian Jiu-Jitsu" became the new default name.
As far as the standards for promotion, they're pretty high no matter where you go in the BJJ world. The emphasis may change from school to school - some teachers might expect you to win a bunch of tournaments before being promoted, while others might expect you to be expert at teaching self-defense applications - but 10 years for a black belt is about average everywhere. You'll find variance from that, but it usually has more to do with the student than the teacher. A student with phenomenal natural talent and a great attitude who trains for hours every day might get his black belt in 4 years. Someone with less talent or time to train might get it in 15 years, or never. I've been training BJJ for 10 years now and I'm probably a couple of years away from getting my black belt. I have a friend who has been training on and off for the same time who is still a blue belt.