The timer is fine as it is. It gives people time to figure out if the gear is better than what they already have, especially if it is not for the class they are currently on. Or time to figure out if they like the glam or think if they have that orchestian roll or not.

What I have heard people do is say they've rolled and need to brb for a few minutes. Usually gets the trolls to roll or leave. As the trolls are trying to get the loot via people giving up. If they have to wait the full time, then they're more likely to just roll.