This is presumably to make it comparable with their IC motor vehicle in use. (see post on changing habits and expectations)
The problem is not in making the battery technology able to charge in 10 minutes (consider Lithium nano phosphate or super capacitors) but in having the wiring / switching and source of this energy able to handle the required rate.
Consider a 35kWh battery pack of say 350 Volts. If I were to charge it in 10 minutes it would require a current (assuming 100% efficiency for now) of 600 Amps at the 350 Volt or so. Now my house has a 50 Amp 240 Volt feed so a plug in electric with 10 minute charge would be pointless (If I were to charge it in 3 hours then I still couldn't run the kettle for a cuppa while I waited).
O.K. so I could have some other energy storage unit at home that I dumped from, but then I would need 600 Amp connectors and wiring and switches.
Maybe this high rate design is so we will be forced to fill up at service stations who are set up for the high current charging. The oil companies hate the idea of losing us.
