FarkyTheDog: Same here, takes about 40 seconds to get to the 2K logo!
I was just testing it using a internet stopwatch... from "clicking my EXE to the 2K logo", it was less than 20 sec until my stopwatch window disappeared because of the 2k logo and ingame screen. However... the menu will come almost instantly after, so this is basically the entire startup-time.
I dunno how fast it is on Steam... but if it looks way better there it should be like 10 seconds, which is kinda hard to believe on this game, but who knows. Surely it is not even half of the claimed time for me... so either my game is different or my system.
I was able to watch the stopwatch up to around 17-18 secs, until ingame-switch to the 2k logo, so this is a huge difference.
Of course, Horizon Forbidden West (EGS DRM free) or Horizon Zero Dawn (GOG) will startup almost instantly, because so extremely well optimized from talented devs... so indeed a lot faster load up time is possible, yet... in general, anything below 20 sec is no hassle to me and about "what have to be expected for many games".
The only reason Horizon Zero Dawn still takes a couple of secs is because the intro logos can not be canceled, on Horizon Forbidden West (the record holder of the fastest startup of any modern game and basically the milestone of what is possible) it is nearly instant. Again, this is not the "usual case"... those devs are just very special.