EU ecodesign rules require washing machines to meet certain low energy/water consumption standards in the "default" program. Washing machine designers implement this by making these programs ridiculously long. The EU has now capped them at 3h because they realized that if these programs grow even longer nobody will use them.

Even regular programs in front-loading machines (at least in the European countries I've been to, these make up the absolute vast majority of machines) are longer than typical top loaders. Top loaders are faster but put more wear on the clothes and use more energy and water. A regular, "non-EU" cycle will typically take around 2h. The EU one will typically max out the 3h limit.