it's annoying because of the fact that nothing in the game multiplies anything, it just rolls more dice. Weapon sizing is an issue obviously as well.
It's the variance from the norm, an d thus requires more explanation. WoTC is trying to make things more uniform this time around, have all the basic properties work in the same way.
Brutal is easy to remember "I reroll 1's and 2's, cool." vs. I have 1d12+7, when I use this power it's 2d12+9, or this power is 6d12+17. People having to do those calculations on the fly are one of the major things they changed (power attack for instance).
I'm not saying it's difficult to do the calculations, for us. But I have played/do play with people that would almost never be doing the right amount of damage, I started doing the math in my head and just writing down the right number because whatever my player said was wrong, usually she missed some amount of damage from power attack.
So i guess the real answer is, Yes 1d10+2 is really hard for some people when they start rolling X[W].