Ok, the first load of 'real' laundry is thru and I can say a bit more. I didn't want to make any assumptions as I know a lot about how industrial washers work but didn't know how much got picked up by these household frontloaders. When set on 'normal wash', the time is set by another setting called 'soil level'. On light, it's 35 minutes, on medium(default) it's 40 and on heavy, it's 55. That time, just like on a top loader, doesn't include filling the washer with water. It also has special compartments for soap, fabric softener and bleach, which it will flush in at the proper times during the wash cycle, not right at the beginning, you don't pour anything in with the load. It goes thru a wash cycle that is different than a top loader as it only brings in enough water to wash the clothes in, it doesn't fill the tub. This gives a much more agressive wash as the clothes are actually tumbled instead of just swished in a tub of water.
The real key to time saving is the final spin. It spins the tub with much more speed than a top loader. What that means is the load is going to have a great deal less moisture than a top loader would at the end, and will take far less less time to dry.
This happens thru the invention of a device that can actually control the electricity going to the motor making it run at any speed instead of one fixed speed. It can basically have an infinite number of basket rotation speeds, which gives the load a much better chance to spin evenly as the basket goes up from wash to spin, than go off balance and stop with a buzzer like top loaders. As Diana may have already noticed, the frontloaders don't stop if it is off balance, they just slow back down and retumble the load and try again until it gets it reasonably smooth.
Now don't go thinking I'm saying LG is bad either. It may just be some setting that can be changed to get a shorter wash. That's always been their one difference; they wind up having some feature that may seem like a problem, but is just misunderstood. The Goldstars were like that too, nice functional equipment but some odd features.