10.10 - IKEA TIME

It seems like every time I look at my watch there is a certain amount of symmetry in the time presented. For me the clock usually is ten past ten, quarter past three (time I was born) or 18.18 (the secret agent name I used when I was a kid). So why does most ad campaign targeting clock consumers prefer the time ten past ten. Why are all IKEA clocks set that way?

A recent article in the NY times tackling this matter has found these conclusions. A ten over ten time frame frames the logo and that a ten over ten time frame is more upward (happy) than let's say twenty past eight (downer). It is obviously a cover up. There must be more to this conspiracy. Where is Emmet Brown when I need him?