yeah, 2:40 is harder.
10:00 IM takes more time to do and prepare for, but that doesn't mean it is harder or more impressive.
The other guy was right with what he said about the 400. I'll take it a step further, what's more "impressive", Powell and Gatlin's 9.77 100, or a 10:00 IM ??? Well, if you go by how much they hurt, or how much training goes into it, then jesus, a 15:00 IM is better than a 9.77 100m. A 9.77 100 is talent and lots of sprinting in practive (which isn't hard/painful and doesn't take lots of time), and some weight work. So does that make it "not impressive." C'mon....
Just because something takes longer to do, and takes more preparation time doesn't make it more impressive.
You long distance guys are so caught up in the 'longer something is, the harder/better it is' concept.
I think a 2:40 takes more talent, and that makes it harder to do and more impressive. Many could do it if they commited their lives to it, but not most.
But almost anyone could do a 10:00 IM if they wanted to commit their lives to it. After awhile it becomes pure endurance and pure preparation time. Speed comes out of it, some talent comes out of it, and it becomes easier. And that is why so many average runners are attracted to IM's and Ultras. They don't mind spending zillions of hours training and competing, since they know that no matter how much they prepare for shorter races, they don't have the type of ability or talent to really succeed at those speed events. So they go to the lunatic fringe looooong distance events, where willingness to suffer for long periods of time is the main requisite for success.
The end....you know I'm right.