Make sure you turn off 'Desktop Apps & Softphone' in the call handling rules. By default it will ring these first before jumping down to any forwarding rules that you have. Disable this to get rid of that delay.
You can also change the number of rings for pretty much everything... 10 is excessive and is a misconfiguration somewhere along the way. Either you are routing the call through multiple extensions or you have incorrectly set the call handling for desktop/softphone