10 Second Violation after wrong basket

[Flashpd]

Team A is inbounding ball under other teams basket against the press. Team A player gets confused and shoots at wrong basket, misses, rebounds his own shot drives and shoots again at wrong basket and misses again. Team A gets the rebound and continues to try to get ball across mid-court against the press. I complain to ref that there should have been a 10 second violation. He said the count reset each time they shot at the wrong basket. Is this right?

Thanks