I think Zurich is a good thing… in local leagues the time control at my level is 1hr for 30 moves + 15 minutes for the rest. Zurich is a little quicker than that.
The 40m+10s is doubtless to make sure games last around 2 hours or less. Maybe that’s about right for a spectator sport? I’m not sure what that would equate to. A morning play in cricket? A session of snooker?
Another advantage of short time controls is the possibility of two rounds a day, which would be good for spectators, choosing to stay for the morning or afternoon session, or staying all day.
I really don’t see the point in games lasting over 6 hours unless it’s the world championship. We aren’t in a Vienna, nor in a coffee shop, nor living in the 19th century.
This parallel is shared in other major mind sports like go and shogi, they have all been moving to shorter game times in general since events are on the telly and on streams.
Maybe Zurich is a little quick… but then again maybe it’s time enough.