Forter is an Israeli company, unfortunately 10 hours/day is now a norm in Israel.

From my month in Israel working at a startup, it seems like long lunches and smoke breaks are also a norm. Maybe they compensate?

Doesn't this mean that the office operates 9.5 to 10 hours a day because people work schedules are different? Means not that a single person works that much, not even the Manager but it could mean that its expect to get requests at any time in these 10h.

No, it means each person works 9.5 to 10 hours per day and can set his/her start/stop times accordingly to achieve that.