Hi Bazel and welcome to the Project Meditation community,
No, you don't have to listen to the full 40 minutes.
Unlike a lot of other entrainment programs the tracks are not created with some 'lead-in' and 'lead-out' sections at the start and end, they just contain the entrainment beats/frequencies throughout the whole track.
For entrainment to be effective it's said that you need to be listening to it for at least 8 minutes before your brain takes effect from it (gets in tune with it, or whatever) though that will vary slightly from person to person.
You are correct that meditation should be built up over time, and starting with just 10 minutes is fine. I myself, now that I've had experience, typically meditate for 40 minutes with lifeflow once in the day and again for 20 minutes without lifeflow, but I too started at 15 minutes and built up to the 20 when I learnt mantra based meditation (I already had some meditation experience, otherwise I would have been told to start at 5 or 10 by my teacher).
So, certainly, just listen to the lifeflow track for 10, 15 or 20 minutes etc. as you feel comfortable. Meditation shouldn't be an effort, it should just be a natural process. Also, you can listen to lifeflow over speakers at other times whilst you get on with other things (not whilst driving etc. though) and that can be helpful (though you won't get the binaural beats effect).
I'm not sure what the latest 'deals' are on purchasing lifeflow as it was just 40 minutes when I bought it, but if the costs are different for different lengths, I'm sure you could contact the admin team and they will be more than willing to swap you over to the 20 minute versions if you prefer. They are most amenable to people's individual needs.
Hugs
Giles
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