One thing I have to add to this is that in virtually every counting situation, the player is actually getting a bit more than the alotted time to make the play. I have yet to see a ref at any level, make a 10 second count in real time. If they were, their arm would be swinging a lot faster than it normally is. I've tried it, and timed other refs, and 10 seconds has usually elapsed by the time the ref got to 6 or 7.
That said, when a player gets called for a time violation, he usually deserves it.