Diagnosis
Unfortunately, yeah, it can be. These machines have sensors that constantly adjust cycle time. The main culprit is usually the "Smart Diagnosis" or sensor functions trying to balance the load with minimal water, which stretches out fill and rinse phases.
How to Fix It
You can manually speed things up. Select your cycle, then press the “Spin” and “Temp.” buttons to adjust. Choose a higher spin speed (like 1200 or 1400 RPM) and use warm or hot water instead of cold. Most importantly, turn OFF the “Soil Level” and “Extra Rinse” options if they're lit up. Using the “TurboWash” cycle is designed specifically to be faster.
If That Didn't Work
Check if you're using the wrong cycle. “Heavy Duty” or “Allergiene” will run much longer. Also, an unbalanced load can cause the machine to add extra rinse/spin time to try and correct itself.
Heads Up
The estimated time on the display at the start is just a guess. It will almost always increase once the sensors weigh the load and detect suds. Don't rely on the initial number.