Content is copied over on the filesystem level to ensure universal approach.
Direct copy (DD) which can run at the maximum r/w (sequential) speed can be used in some cases, but it is not implemented on all boards. You are welcome to join and it might be finished a few months faster. It's also possible to write image directly to eMMC, but is less user friendly.
Another possibility to reduce this time is to use a quality SD card.
Edit: SD card, which we recommend at the download pages, is written and checked in 44 seconds. (1GB image size)