I'm trying to understand Proof of Work and something doesn't seem to fit,

First, it seems to me that the faster the network can confirm a transaction, better is. I'm coming from a computing background where more throughput, better.

So why Bitcoin for example imposes a 10 min average? And why use difficult to impose that average? Why not simply let the network go faster as it grows, this would make more likely to be adopted in day usage


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