Why the 10 second rule exists (not food related)

For those that missed it, the GT/UNC game ended when Bryn Renner spiked the ball with 9 seconds left on the clock while Jehranie Boyd lollygagged (what does that make him?) back to the line.  Of course, Boyd couldn't be troubled to actually line up on the offensive side of the ball before the snap, which resulted in a UNC penalty.  Under a new rule this year, a 10 second runoff was made, and the game was over.  Why was this rule instituted?  It should be pretty clear from the video below of the ending of the 2010 Music City Bowl featuring none other than UNC in an epic clock management meltdown.  Apparently I'm the only person who remembers this, so I figure this should serve as a refresher.  UNC should now be considered to have settled its debt with karma...at least from that instance.