[ChuckElias]

I can't speak for other officials, but for myself, I am looking at at least 2 or 3 other things and simply forget that there's supposed to be a count. Is the defense is going to try to get the ball for its own easy lay-up? If so, will there be contact in trying to gain possession? If it's a race to the ball, who is actually going to be the one to touch the ball first? If there's no race, is the offensive player going to grab it and kill the play immediately, or let it roll and milk the clock? (If s/he lets it roll, remember where the throw-in will be. . .)

Since at least one of the above will come into play on 99% of plays where the ball bounces into the backcourt, and since the 10-second count will come into play on exactly 0% of those plays, I honestly (for better or worse) simply forget the 10-second count. It's not an intentional thing, where I disregard the count; there's just other stuff going on that holds my attention.